Unlocking homeownership: Key factors driving adult consumers' house purchase intentions in China

This study aims to understand the factors influencing Chinese consumers' house purchase intentions guided by the Theory of Planned Behavior (TPB). Data was collected from 239 Chinese consumers through self-administered online questionnaires using convenience sampling. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the data due to its complexity and non-normal distribution. The analysis revealed that financial status and subjective norm significantly predict purchase intention. In contrast, attitude, location, and perceived behavioral control did not significantly impact purchase decisions. These findings highlight the critical role of financial resources and social influence in shaping Chinese consumers' house purchase intentions providing valuable insights for real estate market stakeholders.