Influential Factors on Consumer''s Purchasing-House Consideration: A Case Study in Pingtung County

• Main Authors: Chi-Chao Hung, 洪啟釗
• Other Authors: Chi-Jung Fu
• Format: Others
• Language: en_US
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/23535445372384920602

碩士 === 開南管理學院 === 企業管理研究所 === 91 === As past research that was done 10 years ago showed, the comfort of houses and credibility of sellers were consumers’ main concerns when purchasing houses, while costs and financial expenditures were the next concerns. Today, with different economical environment of 85.6% of high home ownership rate, 17.6% of empty houses rate, downtrend of economy of growth rate, increase of GDP, facing changes in macro economical environment such as policies on cutting in land appreciation taxes and special mortgage rate, whether the considerations of consumers when purchasing houses would change along is worth for a further research. Through the results of this research, it hopes to provide controls to consumers’ decisions when purchasing houses. This research uses the random sampling method, surveying customers of property agents in Ping-Tong area. It uses SPSS10.0 for windows to do factors analysis, credibility and efficiency analysis, descriptive statistics, two-sample paired test, Independent t-test, single-factor analysis of variance, Scheffe''s posterior comparison and LSD posterior comparison with all collected questionnaire. The result shows the orders of importance lists that consumers place when purchasing houses, from high to low, are: financial ability, specialties of houses, characteristics of sellers, other reasons and macro environment. Comparing with past researches, although the surrounding environment of houses is still the main concern of consumers in the consideration of comfort, but purchasing power abilities become more important to consumers nowadays than that to consumers 10 years ago. However, the characteristics and credibility of sellers were not so importantly taken as that of 10 years ago, which shows the increase of construction standard and trust on property agents of consumers. At the same time, the considerations of financial ability, and other factors (numbers of family members, social statuses of individuals and opinions from partners and friends) have not differences between consumers with different characteristics. Considerations on macro environment, specialties and characteristics of sellers are different between consumers. The 9 variances of consumers’ characteristics, only the factor of the most used transportation of individuals have no differences, which show when consumers consider in purchasing houses, different transportation would not affect their decisions. The other 8 variances of consumers, ages, genders, marital status, education backgrounds, numbers of family members, total monthly incomes of each families, experiences of purchasing houses and occupations would all affect consumers’ decisions when purchasing houses.