Research in Performance of Housing Label on Purchasing Intention

• Main Authors: SUN,NIEN-TSU, 孫念祖
• Other Authors: Lee,Zheng-Yong
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/33362980993177882971

碩士 === 中國文化大學 === 建築及都市設計學系碩士在職專班 === 102 === The performance of housing label is provided with intermediary's function that made consumers understand the quality of the house and building contractor corporate image. Consumers can use performance of housing label as the decision information of purchasing house. Choose the most suitable residential housing and living environment, use to improve the quality of the life. On the practice, increasingly many building trader claims to make performance of housing label, its prominent product value. In addition, in the intersection of enterprise and competitive strategy, that house verification of products, Enterprises will usually use it to create value as the competition tool. This research mainly regards consumer's manner（EKB Model） as the theoretical foundation. Use the questionnaire to understand the intensity that consumers pay attention to the performance appraisal system of the house. Use the questionnaire to understand consumer's view on the thing that the performance of housing label. And and assay analyzing with factor analysis, Understand consumers prove to the performance of the house that marks customer's value of the chapter and willing to pay. Propose the appropriate marketing suggestion on the market of house, offer the person who builds circle to consult. The result of study reveals the first six items with cognitive value of customer of ' The performance of housing label ', Successively（1）Buying has the house which performance of housing label, the risk of its quality is slowed down.（2）There are houses where performance of housing label and authorizes ,the quality has high degree of stability.（3）There are houses where performance of housing label and authorizes ,the quality service is relatively credible.（4）Compared with other products, have products whose performance marked the chapter of house, will increase the possibility to buy.（5）There are houses where performance of housing label and authorizes ,the products quality have certain guarantee.（6）There are houses where performance of housing label and authorizes ,the service is concrete. Secondly, about willing to pay, the result of study is （1）The performance of housing label and chooses to show influence in purchasing house.（2）Involve in entering the intensity and having influence because of willing to buy. （3）The values have influence on buying the willing to pay. What merits attention is, It is accepted that the persons who visit will believe the value that have ' performance of housing label ' is relatively high after assessing wholly, will buy even if a bit more expensively. Agree, accounts for 53.10%; Disagree, accounts for 46.90%. Agree the men who pay more account for 42.86%, women account for 57.14%, but 5%- 10% of willing many expenditure room rates of persons who are willing. The above, this research puts forward the suggestion with the result of study of the cognitive attitude of customer's value, for the policy of the house to review and carry out the unit relevant system to revise, with the reference of marketing of industry.