Factors of House-Purchase Intention: Media, Brand Attitudes, and Consumers Preference

• Main Authors: Sheng-Kai Yang, 楊勝凱
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/72622300073730964188

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 92 === 　　House-Construction, though honored with leading industry, recently has experienced great challenge in the circumstances of boom-and-bust in the market、demand and supply change, and population redistribution. 　 　　Housing is a high-involved product. The decision-making process of consumers is extremely complicated. The consuming behavior also includes a number of elements. In factors that affect purchase intention, brand is a distinct indicator besides house features that consumers prefer. Owning to the worry of construction quality or off-scheduled accidences, consumers tend to trust much on substantial constructors with great images. This means the Brand Effect is fermenting, and building brand name is relatively important. In house-construction industry, commercial advertisement is the main media tool. Consumers can gain information via mass media, and at the same time conceptualize their attitude toward the brand name, with following effects on consuming intention. 　　This research was conducted with stratified random sampling, based on the population proportion of every district in Taipei City. The sample size of the survey was 450 individuals with 400 responses while 8 of them were eligible. The response rate was 87.1%. This research used linear structure relationship (LISREL) to examine four hypotheses. The findings were: (1) information offered by media affected attitude and concept toward brands, (2) media affected or changed consumer’s preference toward house features, (3) media affected purchase intention,(4) brand attitudes affected purchase intention afterward, (5) different brand attitudes resulted in different purchase intention, (6) preferences on house features did not affect purchase intention.