This study applies the “push-pull-mooring” model of migration to explain home purchase intention in a suburban township. “Push” effects include dissatisfaction and high housing costs in one’s current neighbourhood (“the origin”). “Pull” effects were consumers’ perceived value of the suburban township (“the destination”), which encompassed price, functional, emotional, social, symbolic, and Feng Shui aspects. Relocation costs and alternative township’s attractiveness were hypothesized as “mooring” effects that negatively impact purchase intention as well as moderate the push and pull effects. 179 valid responses from prospective home buyers were analysed using partial least squares structural equation modelling (PLS-SEM). Pull effects were found to exert a positive influence while mooring and push effects exert a negative influence on purchase intention. Moderation effects of the mooring factors were found to be not significant in this context. This study offers several interesting implications for researchers and marketing practitioners in the real estate industry.

中文翻译：

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通过推拉式系泊框架阐明郊区城镇居民流动性和住房选择行为的驱动因素

本研究采用“推拉式停泊”移民模型来解释郊区城镇的购房意愿。“推”效应包括对当前居住区（“起源”）的不满和高昂的住房成本。“拉动”效应是消费者对郊区小镇（“目的地”）的感知价值，其中包括价格，功能，情感，社会，象征和风水方面。搬迁成本和替代城镇的吸引力被认为是“停泊”效应，会对购买意愿产生负面影响，并缓解推拉效应。使用偏最小二乘结构方程模型（PLS-SEM）分析了179个潜在购房者的有效回复。发现拉力效应会产生积极影响，而系泊和推力效应则会对购买意愿产生负面影响。在这种情况下，发现系泊因素的调节作用不明显。这项研究为房地产行业的研究人员和市场营销从业人员提供了一些有趣的启示。