| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 101 === In the past years, Taiwan real estate market has been growing tremendously. More and
more people are interested in investing in real properties. This study focuses on buyer’s
decision making, and to find out the factors influencing buyer’s making decision to real estate.
The major factor to affect the buyer’s decision is budget. Family’s advices, a geomantic omen,
working places location, schools for children, traffic could be other factors. Most buyers
prefer to geting houses to satisfy needs for better neighborhood, more living spaces, less
traffic. The buyer used to choose the seller with brand. With the prosperous development of
market information, buyers are getting more information to make decision. The recognition of
the seller’s brand shows less affection to buyers’ decision.
Theory of Planed Behavior is used in this study to uncover the needs and motivation of
people’s buying real estate. AMOS is the tool for data analysis to understand the behavioral
intensions of people’s buying properties. The scope of this research is individual buyer. The
result of the study shows the behavior intentions are significantly affected by buyers’ Attitude,
Subjective Norm, and Perceived Behavioral Control.
The personal interest from Attitude is buyer’s major concern. Buyer seeks for more
living space, better neighborhood, and good layout of the room. As to Subjective Norm,
family is the key influence. In regards to Perceived Behavioral Control, family’s sponsoring,
and personal current and future income are major variables.
The conclusions of this research are two points. First, using validated information to
show the value and the price of the product, and then convince buyers. Second, to avoid
mistakes from the decision, the buyer usually does not make decision without family’s
references.
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