Effect of Homebuyer Comment on Green Housing Purchase Intention—Mediation Role of Psychological Distance

摘要

Green housing is a new type of building that advocates energy saving and environmental protection. How to stimulate buyers to buy green housing under the background of high cost is the key problem to guide green consumption. First of all, based on the existing literature, the comment of homebuyers was divided into comment quantity, comment quality, comment titer and evaluator credibility. The psychological distance mediation variable was introduced, and three dimensions of time distance, social distance, and space distance were selected to construct the influence model of homebuyer comment on green housing purchase intention. Meanwhile, the concept model was built, and questionnaires were adopted for empirical analysis. On this basis, considering the long-term purchase behavior of buyers, the influence model of homebuyers' second comment on green housing purchase intention with the Hotelling model was established. The results show that comment quality, comment titer, and the credit rating of the evaluator have a positive effect on green housing purchase intention while comment quantity has no significant effect. Psychological distance plays a mediation role between comment quality, comment titer, the credit rating of the evaluator, and green housing purchase intention while having a mediation effect between comment quantity and green housing purchase intention. In the long-term purchase behavior of green housing, psychological distance plays a greater role than price. At last, some suggestions were proposed.