Introduction: this paper investigates the factors influencing people’s desire to buy a home. We examine how consumer satisfaction may be influenced by factors such as price, housing features and the developer’s reputation. We adopt a more comprehensive approach which differs from the traditional view of residential choice as a purely rational process. We consider how these crucial decisions can be influenced by our emotions and overall happiness.

Methodology: this research employed a structured questionnaire to gather data from 767 adult Chinese citizens and utilised partial least squares structural equation modelling (PLS SEM) to demonstrate sufficient levels of reliability and validity.

Results: consumer satisfaction is positively influenced by price and developer brand whereas the emotional dimension does not seem to be significantly affected by housing characteristics. On the other hand, housing features are the principal single influencer of buying intention. Similarly, consumer happiness has a relevant impact on this goal. In this type of research, price and brand are not directly related to purchase intention but indirectly linked through consumer happiness.

Conclusions: both functional and emotional factors influence housing investment. This indicates that marketing initiatives to maximise consumer happiness can be profitable for real estate developers, which is especially vital for improving a trusted brand, transparent communication and homes that help with comfort and daily life.

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Keywords:
Housing purchase intention,
consumer happiness,
housing attributes,
developer brand,
PLS-SEM,
consumer behaviour,
real estate marketing.

JEL codes:
R21, D12, I31, M31.

06_RSN_17(36)_244_Housing

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Dimensions

PlumX