| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 99 === As housing oversupply can cause a slump in real estate markets, housing -buying behavior is a main topic in housing demand research. This study aim to understand the residential housing in Tainan consumer behavior, preferences for housing attributes to analyze the degree. The customer satisfaction is an important performance index regarding enterprise continuous growth and profitability. Results indicate that the house structure, price, environment, traffic, brand reliability are important factors affect consumer’s housing-buying decision. According to this conclusion, some suggestions about planning house product, brand management, and marketing promotion for real estate business are provided. The guideline for consumers’ decision in buying a house is also discussed.
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