消費者對透天別墅的購買動機、認知、涉入及意願之研究-以代銷業為例

A Study of Consumers’Purchase Motivation, Cognition, Involvement, and Purchase Intention of Town House-The Case of Sale-agent

吳應明(Ing-Me Wu)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

近來台中房地產界因受到台中縣、市明年將合併升格直轄市，業界景氣呈現上揚的趨勢。因此，人們對於住宅區位與品質更視為是自身的另一種財富、身分地位的象徵，從而住宅問題也逐漸注重「質」的提升，而「質」的提升，必須進ㄧ步的了解消費者的需求及偏好。
在提供售屋服務中，代銷業面臨的重要課題是如何在眾多競爭對手中脫穎而出，並採取適當的行銷策略。若能藉由了解客戶在購買透天別墅的決策過程中，購買動機、認知與涉入情形，對於購買意願之影響，採行適當的行銷方式，滿足顧客需求，增加銷售額，建立代銷業獨特的競爭優勢。
本研究從文獻探討及問卷調查兩方面來進行研究，探討消費者對購買透天別墅之購買動機、認知、涉入與意願等方面相互影響的因果關係。本研究為探討消費者對購買透天別墅動機、認知、涉入與意願之關係模式，使用因素分析及路徑分析來驗證研究架構模型的因果關係及構面間相互影響關係，則以路徑係數並檢定其影響性是否顯著。
結果顯示：
1、人口統計變數對購買透天別墅的購買經驗有顯著差異。
2、購買透天別墅的動機，對認知有正向影響。
3、購買透天別墅的認知，對涉入有正向影響。
4、購買透天別墅的涉入，對購買意願有正向影響。
5、購買透天別墅的動機，對涉入有正向影響。
6、購買透天別墅的認知，對購買意願有正向影響。
7、購買透天別墅的動機，對購買意願有正向影響。

關鍵字

動機 ； 認知 ； 涉入 ； 意願 ； 透天別墅 ； 代銷業

並列摘要

With the Taichung county, city and municipalities to upgrade next year will be combined, the boom in real estate in Taichung has kept grow up in the recent years. In the meantime, people regard the quality and the location of residence as a kind of symbol of personal fortune and status. Therefore, the residence issues were gradually laid in the improvement of “quality,” which requires more understanding about the needs and preferences of customers.

How can it surpass its competitors from fierce competitions? What are the strategies can it take? By realizing the decision process of customer and the motivation, recognition and involvement toward purchasing intention, can it establish competitive advantage, satisfy customers’ demand, and increase sales volumes.

The thesis begins with paper survey and questionnaire to find out the casual relationship among the motivation, recognition, involvement, and intention of Town House. In order to investigate the casual relationship mode among the motivation, recognition, involvement, and purchase intention of Town House, we conduct factor analysis and Path analysis to figure out the casual relationship between latent variables, and test whether its impact significantly.
The outcome indicates that:
1. There are significant differences between demographic variables and the purchasing Town House experience
2. Motivation to purchase Town House has positive influence toward recognition.
3. Recognition of purchase f Town House has positive influence toward involvement.
4. Involvement with Town House has positive influence toward recognition.
5. Motivation to purchase Town House has positive influence toward involvement
6. Recognition of Town House has positive influence toward purchase intention.
Motivation to purchase Town House has positive influence toward purchase intention.

並列關鍵字

Purchase motivation ； Cognition ； Involvement ； Intention ； Town House ； Sale-agent

參考文獻

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