生活型態及人口統計變數對消費者購屋行為之研究

The Study of Consumer Lifestyle and Demographics on The Real Estate Purchasing Behavior

陳漢碩(Han-Shuo chen)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500493

摘要

近年來隨著國人價值觀與生活型態的轉變，不動產市場的消費結構也有轉變之趨勢。本研究的目的在瞭解新竹市民之生活型態及人口統計變數對購屋行為之影響關係，同時探討不同生活型態的消費者在購屋時所表現之品牌態度與住宅偏好上是否有顯著的差異。以期藉由本文之研究結果，作為不動產相關產業在制定行銷策略與執行經營管理制度之參考。
本研究以新竹市各區戶數比例為基礎，採便利抽樣方式進行，對新竹市消費者進行生活型態、人口統計變數、品牌態度及住宅偏好之問卷調查。本研究共發放800份問卷，回收442份，剔除無效問卷，有效問卷為412份，有效回收率為51.5％，本研究利用SPSS進行因素分析以獲得消費者生活型態的資料，再運用變異數分析、事後檢定及迴歸分析，得出消費者生活型態及人口統計變數對購屋行為的影響結果。研究結果為：（1）消費者的生活型態之社交活動、追求時髦、急欲出頭、樂於追隨及執著常規等因素會影響品牌態度。（2）人口統計變數中的學歷、職業及家庭型態會影響品牌態度。（3）品牌態度對消費者的住宅偏好之交通便利、住宅舒適及地段便利等因素有顯著影響。（4）消費者的住宅偏好之交通便利、住宅舒適及地段便利等因素對購屋意圖有顯著影響。

關鍵字

生活型態、品牌態度、住宅偏好、購屋行為、購屋意圖

並列摘要

With the changes of the values on lifestyles, the consumption habits referred to the real estate in Taiwan have been changing in the recent years. The main purpose of this study was to understand whether the citizens in Hsin-chu City purchasing accommodation were influenced by the variables of their lifestyles and demographics, and at the same time, to investigate whether those consumers who live various lifestyles show their distinguished attitudes toward different brands and consumers preferences about housing. The results are expected to be a reference for those real estate agents and dealers designing their marketing strategies and operating the system of administration and management in the field of the real estate.
Based on the proportion of population at every district in Hsin-chu City, this study was conducted by using convenience sampling. The questionnaires were distributed to understand their lifestyles, demographics, attitudes toward brands and consumer preferences about housing. The sample size of this survey included eight hundred subjects with four hundred and forty-two eligible responses while thirty of them were invalid. The response rate was fifty-one point five percent. The statistic software SPSS was utilized to analyze the collected data and thus acquire valuable factors about lifestyles and demographics. To understand the effects toward the citizens’ behaviors of housing purchase, Factors Analysis, Variables Analysis, Scheffe’s Method and Regression Analysis were all utilized to verify the assumption provided in the papers.
After completing the study, the findings were shown as below: (1) The attitudes toward brands were affected by consumers’ lifestyles such as social life, fashion pursuing and ambitious personality, etc. (2) The attitudes toward brands were also affected by demographics such as received education, occupation and types of family. Moreover, (3) The attitudes toward brands and the intention on housing purchase were both affected obviously by some other practical factors such as transportation, comfort of accommodation, location and neighborhood.

並列關鍵字

Consumers preference about housing ； Purchase behavior ； Lifestyles ； Brand attitudes ； Purchase intention

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