Segment intenders and non‐intenders in China’s property market: a hybrid approach

This study employed psychological variables such as consumer sentiment and attitude to debt as complementary measures to traditionally used consumer demographic or economic variables in predicting housing purchase intention with a consumer sample in China. The result indicates that psychological factors add incremental explanatory and predictive power to traditionally used demographic variables. Results from discriminant analysis showed that, except for household income level, psychological factors were better than demographic variables in differentiating intenders from non‐intenders in China’s emerging property market. Conceptual contributions and managerial implications of the study are discussed.