Home plus home: understanding Chinese second-home owners’ motivations and satisfaction through the role of ‘face’

Abstract

The surge in second-home ownership, particularly in China, has garnered significant interest. This study delves into the motivations and satisfaction levels of Chinese second-home owners, with a focus on Confucian cultural influences and ‘face’ consciousness. Surveying 327 s-home owners in Wentang Town, China, we employ a Structural Equation Model to unravel the intricate relationships. Our findings spotlight the importance of nostalgia in fostering place attachment, influencing both individual and family ‘face.’ Place attachment, in turn, positively impacts satisfaction, primarily mediated through family ‘face,’ underscoring the cultural significance of filial piety. Additionally, we identify a moderating effect of the distance between primary and second homes, emphasizing the role of Confucianism in shaping family-centric decisions. This study offers insights into the motivations and satisfaction of Chinese second-home owners, illuminating cultural nuances. It also provides practical recommendations for policymakers and the real estate industry, advocating for family-centric second-home experiences and improved transportation accessibility.