銷售者與購屋者之購屋決策因素研究－以新竹地區為例

本研究旨在探討新竹地區銷售者與購屋者之購屋決策因素，以新竹地區之購屋民眾及建商與銷售人員為研究對象，針對新竹地區購屋者決策因素進行問卷調查。本研究使用網路Google表單發放線上問卷，針對潛在購屋者共發放211份問卷，回收有效問卷185分；建商及銷售人員共發放102份問卷，回收有效問卷102份。問卷回收後使用EXCEL與SPSS統計套裝軟體進行敘述性統計分析、信度分析、獨立樣本t檢定與單因子變異數分析。研究發現：1.女性對購屋決策因素的重視度比男性要高。2.擁有自用住宅的購屋者比沒有自用住宅的購屋者對購屋決策因素更為重視。3.選擇預售屋及新成屋的購屋者對購屋決策因素的重視度和選擇中古屋的購屋者有顯著的差異。4.購屋者對購屋決策因素的重視度比銷售者還高。

關鍵字

購屋決策；購屋者；決策因素；銷售者

並列摘要

The purpose of this study is to investigate the decision-making factors of house buyers and sellers in Hsinchu area. The house buyers, construction companies and sales persons in Hsinchu area are the research objects, and a questionnaire survey was processed regarding decision-making factors of house buyers in Hsinchu area. For this study, online questionnaires were distributed using online Google forms. A total of 211 questionnaires were distributed to potential house buyers, and 185 valid questionnaires were returned. For construction companies and sales persons, a total of 102 questionnaires were distributed and 102 valid questionnaires were returned. After the questionnaires were returned, Descriptive Statistics, Reliability Analysis, Independent-Sample t test, and One-way ANOVA were processed with EXCEL and SPSS Statistical Package Software. The results are listed below;(1)Female customers value decision-making factors for housing purchase more than male customers.(2)Buyers who own owner-occupied residence care decision-making factors for housing purchase more than those who don't.(3)There are obvious respectively differences between buyers who purchase pre-sold house(s) and newly-built house(s) and buyers who purchase pre-owned house(s). (4)The sellers care decision-making factors for housing purchase more than house buyers.

並列關鍵字

Decision Making for Housing Purchase ； House Buyer(s) ； Decision-making Factors ； House Seller(s)

參考文獻

林秀貞(2010)。房屋工程品質影響消費者購屋行為之研究-以高地區房屋市場為例。義守大學碩士論文，高雄市。 doi: 10.6845/NCHU.2012.01161

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邱勝杰(2014)。決策風格、涉入程度對其購屋者購買意願與購屋相關消費行為之影響。淡江大學企業管理學系碩士論文，新北市。 doi: 10.6846/TKU.2014.00932

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銷售者與購屋者之購屋決策因素研究－以新竹地區為例

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