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  • 學位論文

房地產購屋動機、訊息來源與考量因素 以大台北地區為例

Purchasing house of motivation, information sources and considerations A Case Study in Taipei

指導教授 : 林婷鈴
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摘要


本研究主旨在瞭解台北市民的購屋行為中,其購屋動機、購屋屬性及購屋推廣等諸多因素所看重者為何?主要探討大台北地區消費者購屋的動機、考量因素與受到何種訊息管道的影響而進行此購屋行為及購屋需求分析,期望使相關業者能根據研究成果企劃能選擇『有效媒體』,促發消費者的購屋動機,並能配合消費者的需求,激發潛在目標消費者心動並行動,而使業者與消費者雙方均能達成各自的目標。 本研究經由問卷調查收集大台北地區購屋者的購屋行為及偏好,共發出2,616份問卷,取得有效問卷2,485份,並根據問卷調查結果,運用基本統計分析與卡方檢定等方法進行資料分析。   研究結果發現,消費者之購屋動機可分為下列構面:住家地點因素、居家基本環境因素、景氣與未來發展因素、消費者偏好因素、住宅及所提供設施品質因素、現實限制因素、住屋品質因素、家人及親友因素。購屋屬性之住宅考量順序環境品質、坪數格局、工作便利性、生活便利性、價格、未來發展性與商業潛力。另外,本研究發現住屋座落地點的環境品質與住屋本身具有不可分割性,在推廣時的銷售訴求重點,宜選定適切的環境品質特點加以強化說明,以提升潛在顧客的信心與購買意願。而另一種購屋動機常用方法即為『廣告』,現實市場上廣告是五花八門的,景氣好時,周末假日攤開報紙,滿滿皆是房產個案廣告,玲瑯滿目一張接著一張,考驗著營建業者如何將有效的媒體預算投入在精準地通路上,如何讓自家商品露出並顯現於消費者眼內中,以求脫穎而出。

並列摘要


This study aims to understand the behavior of the Taipei public housing, the housing motivation, and promotion of housing and housing attributes valued by many factors such as what? Taipei area focuses on consumer home loan motivation, considerations and subject to the influence of what information pipeline behavior for this housing and housing needs analysis, industry can expect to make the relevant planning can choose according to research "effective media", priming consumption those homebuyers motivated and able to meet consumer demand, stimulate the potential target consumers heart and action, leaving the industry and consumers both parties to reach their own goals. This study collected via questionnaires Taipei area homebuyers behavior and preferences, issued a total of 2,616 questionnaires were 2,485 valid questionnaires were obtained, and according to the survey results, the use of basic statistical analysis chi-square test and other methods of data analysis . The results showed that consumers' motivation can be divided into the following housing dimensions: home location factors, home basic environmental factors, economic factors and future development, consumer preferences factors, residential and facilities provided quality factor, realistic constraints, housing quality factor, factor family and friends. The residential housing properties in order considerations of environmental quality, ping pattern, working convenience, living convenience, price, and the future development of commercial potential. In addition, the study found that the environmental quality of location of housing and housing itself is indivisible, in the promotion of the sale of their focus, should be selected appropriate description of environmental quality characteristics to be strengthened in order to enhance the confidence of potential customers and purchase intention. . While another common method of housing motive is "advertising", the reality is a wide variety of advertising on the market, the economy is good, weekends spread newspapers are full of cases is a real estate advertising, Ling Lang everywhere one and then one, a test of construction industry how to effectively invest in media budget precise path, how to make their own products exposed and revealed in the eyes of consumers, in order to stand out.

參考文獻


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