| 房地产市场中“买涨不买跌”的行为经济学分析 |
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| 引用本文： | 孔凡文,王英华,苏永玲.房地产市场中“买涨不买跌”的行为经济学分析[J].沈阳建筑工程学院学报(社会科学版),2009(4):428-430. |
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| 作者姓名： | 孔凡文 王英华 苏永玲 |
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| 作者单位： | [1]沈阳建筑大学管理学院,辽宁沈阳110168 [2]辽宁行政学院商贸系,辽宁沈阳110161 |
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| 基金项目： | 2009年度国家住房和城乡建设部项目（2009-K9-23） |
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| 摘 要： | 以行为经济学中的预期理论和启发式认知偏向理论为基础，分析了房地产市场中购房者由于“参照点效应”产生的收益损失心理以及由于“启发式认知偏向”导致的羊群行为，从微观角度对房地产市场中“买涨不买跌”的现象作出合理解释，为购房者理性买房、房地产开发企业制定营销策略、政府平抑房地产价格提供参考。
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| 关 键 词： | 房地产市场 行为经济学 买涨不买跌 |
Behavioral Economic Analysis of ＂Running after Rising and Falling＂ in the Real Estate Market |
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| KONG Fanwen,WANG Yinghua,SU Yongling.Behavioral Economic Analysis of ＂Running after Rising and Falling＂ in the Real Estate Market[J].Journal of Shenyang Architectural and Civil Engineering University(Social Science),2009(4):428-430. |
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| Authors: | KONG Fanwen WANG Yinghua SU Yongling |
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| Institution: | 1. School of Management, Shenyang Jianzhu University, Shenyang 110168,China ;2. Department of Commerce and Trade, Lianning College of Administration, Shenyang 110161, China ) |
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| Abstract: | Based on prospect theory and heuristic bias theory, this article analyses profit and loss psychology for reference point effect and herding behavior for heuristic bias. It gives reasonable microcosmic explanation of the phenomenon that home-buyers run after rising and falling of house price in the real estate market. It provides some references for home-buyers to buy houses rationally, for real estate enterprise to establish marketing strategy and for government to stabilize house price. |
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| Keywords: | real estate market behavioral economics running after rising and falling |
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