| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班 === 98 === This study aims at discussing the influence relationship among feng-shui beliefs, use attitude, subjective norm, house purchase intention and house purchase behavior, this study was taken in Tainan city. This study applies questionnaire survey to collection 280 effective questionnaires. In addition, this study adopts SPSS 15.0 and AMOS 7.0 statistical software as the tool for statistical analysis. Data analyze by descriptive statistics analysis, reliability analysis, validity test and structural equation model (SEM). Research result shows:
1. Feng-shui beliefs have significant positive influence on use attitude.
2. Feng-shui beliefs have significant positive influence on subjective norm.
3. Use attitude has significant positive influence on house purchase intention.
4. Subjective norm has significant positive influence on house purchase intention.
5. House purchase intention has significant positive influence on house purchase behavior.
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