The Application of Analytic Hierarchy Process (AHP) to Evaluate Decision-Making Factors of Consumer's Housing Purchase: A Case Study In Kaohsiung City

• Main Authors: Tien-Chu Ho, 賀天駒
• Other Authors: Yi-Chao Huang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/15453087779341104155

碩士 === 國立屏東科技大學 === 工業管理系所 === 100 === Purchasing a home is a major life event for most people. During or after a financial crisis, prospective homebuyers have further considerations. With additional luxury taxes, the total cost of purchasing a home remains high. The most important considerations for the homebuyer constitute the main research directive of this paper. The thesis purports to explore the consumer decision-making considerations which are relevant to home purchases in the greater Kaohsiung area, utilizing the Analytic Hierarchy Process (AHP) constructs and methodology. Additional tools used are domestic and international industry research, brainstorming, and discussions with industry professionals which endeavor to summarize consumer purchase decisions. We take into account the evaluation of relevant factors, extending to considerations such as the needs of children and the housing environment. In this thesis, the AHP questionnaires are constructed from the consumer's point of view. In addition to all the effective weights of the questionnaire, we also include three different views incorporating gender (male/female), civil status (single/married) and whether there are any children in the household. The conclusion is that the total turnover or “liquidity” of the housing market is a primary factor for the segment of the population interested in home purchases in the Greater Kaohsiung area. The second consideration is the quality of living with some gender-specific and civil-status-specific distinctions: Males, more than females, place emphasis on convenience. Singles, more than married homebuyers, emphasize design and appearance. Furthermore, families with children place a higher emphasis on safety and environmental concerns.