The Purchase Intention of Real Estate towards Chinese in Kunming During Global Corona Virus Disease 2019 Crisis and Policy Adjustment

บทคัดย่อ

The objectives of this study were: 1) to understand the status quo of people’s willingness to buy houses in Kunming after the COVID-19 pandemic, 2) to examine how price sensitivity influences the real estate purchase intentions of residents in Kunming, and 3) to investigate the impact of perceived risks on the real estate investment decisions of Kunming residents. This research was a quantitative study. The conceptual framework of this research was applied from the Theory of Planned Behavior. The population consists of residents in Kunming. The sample size was determined using convenience sampling focusing on individuals within this metropolitan area. The research instrument was a questionnaire. Statistics used for data analysis were Pearson correlation to explore the impact of price sensitivity, perceived risk, and attitudes on purchase intentions.

    The results of this study found that: 1) residents of Kunming show a strong desire to invest in real estate despite the economic uncertainties caused by the COVID-19 pandemic, 2) price sensitivity significantly influences their purchasing decisions, and 3) perceived risks related to economic instability and property market fluctuations reduce the likelihood of purchasing real estate.