Effect of Brand Image of House Building Company and Personality of Employee in Tainan Science Park on House Purchasing Intensions –with Promotional Activities as a Moderator

• Main Authors: Yu-ChangChang, 張育彰
• Other Authors: Shuang-Shii Chuang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/31753423462201921635

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 98 === Recently, the economic depression of Taiwan has been impacting the real estate market which influences other related industries. In addition, many Taiwan architecture industry leaders endeavor to encourage consumers to purchase products through the brand image and promotional activities in order to attract consumers’ attention and the purchase desire. However, different characteristics of consumers may create different consumer reactions toward home purchase intentions. Therefore, the main purpose of this study is to understand how high-tech industry employees’ personal attributes and brand image impact on home purchase intentions. Furthermore, this study also applies non-monetary promotions and monetary promotions as moderators to observe the effects, and to explore how demographic statistics (e.g. sex, marital status, education level, age, family number, and the income of family) affects home purchase intentions. Research subjects are from high-tech industry employees in Southern Taiwan Science Park. A total of 300 copies of questionnaire are sent out, and 223 valid questionnaires are obtained, that made the returning rate to be 74.33%. SPSS statistical software is employed to analyze the data, and the methods includes descriptive statistics, factor analysis, reliability analysis, validity analysis, radon simple t test, One-way ANOVA, Pearson Correlation analysis and regression analysis. Major findings are listed as follows: (1) Personal attributes have significantly positive influence on home purchase intentions; (2) Brand image has significantly positive influence on home purchase intentions; (3) According to literature review, promotional activities should have moderator effect between brand image and home purchase intentions, but the result does not support such hypothesis in this study, (4) Respondents with different education levels show significant differences in home purchase intention. Finally, this study discussed managerial implications according to the research results, and offered some suggestions for future studies.