| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 98 === Abstract
According to the annual announcement of Consumers' Foundation, Chinese Taipei (CFCT) in 2006, house purchasing dispute takes the first place of top five consuming complaints; there are 1,142 cases in total. CFCT indicates that the arguments will be occurred if the real estate agencies don't provide enough information or make a proper commitment to the consumers. Furthermore, it will also happen if the consumers don't figure out the differences of the commitment and the contract before they signed it or paid for a deposit. CFCT suggests that for making a proper consumption, consumers should search more related information before they make a decision. Therefore, consumers will be able to gain more and more purchasing information for them to compare and choose through lots of manners. It will also reduce the uncertain elements, then motive people to purchase. The delivery of the text, voice, images…etc. provided by the network agencies, that directly affects people's decision.
The research reorganized the influence factors from the related documents of real estate industry. Theory of Planned Behavior (TPB), linear structure equation, Analysis of Moment Structures (AMOS), and Statistical Package for the Social Science (SPSS) have been taken into consideration to analyze and verify "the study of house purchasers' behavior intention patterns based on the decision of network search".
The result of the research shows that it has a big influence towards the house purchasers' "attitudes", "subjective standards" and "the control of sensations" by choosing the network search. And "the control of sensations" shows the greatest influence of all. Firstly, "active house trade market" of "social related benefits surface" affects their attitudes a lot. Secondly, "the relatives' comments" of "main community surface" affects "subjective standards" a lot. Thirdly, "having enough time to surf the net" of "self abilities surface" affects "the control of sensations" a lot. On the other hand, the result of external variable analysis shows that "ages" have a better influence toward "the control of sensations", but "the levels of education" and "marriage situation" have a greatest influence toward "the control of sensations".
The conclusion of this research shows that "self -abilities" are the main concern of the house purchasers for searching the houses when they decide the network search. It offers net agencies the suggestions for their marketing strategies as the following:
1. Continue the advertisements and to promote the understanding of network purchasing.
2. Update all kinds of house information and to fit the satisfaction of "knowing".
3. Motivate the desire of the consumers to share their experiences and information of the house purchasing. And to reach the purpose of better decision-making for the house purchasers by comparing goods before the consumptions completed.
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