| Summary: | 碩士 === 國立高雄應用科技大學 === 資訊管理系碩士在職專班 === 103 === In recent years, the real estate in Taiwan is mostly planned and designed from top-down by the building developers and designers who invest, construct and dominate the whole “the consumer market of real estate.” In most cases, consumers purchase the houses according to the original plan and design.
Today Taiwan’s real estate market is undergoing the structural change in the economic and social environment, combined with the rise of consumer awareness, changes in consumer behavior, competition in construction industry, advancement of information technology and increasingly rationalized housing purchase from consumers. Thus, the traditional construction-companies-dominate way gradually cannot satisfy the consumers’ needs. In face of the trend of “consumer orientation”, as for the construction company, how to understand the consumers’ housing purchase behavior and to design the products satisfying consumers’ housing needs have become the trend of the current construction market.
The factors influencing the first-time home buyers’ housing purchase behavior should be integrated and considered carefully whatever it is subjective or objective. With the case study of Kaohsiung Area, this study applied descriptive statistics method to construct the consumers’ housing purchase factors decision-making model. Also, this study collected and summarized the factors influencing first-time home buyers’ decision preferences through questionnaire survey, including the 11 attributes of economic factors, hardware, after-sales service, etc, and conducted investigation over the potential housing purchase groups who had come to reception center to actually see the house.
The data analysis result shows that the top five consideration factors valued most by first-time home buyers are total price, traffic convenience (life function) around the construction project, the brand of building developers and construction quality, housing pattern, ventilation and daylighting and the appreciation of construction project, of which one housing purchase factor valued least is the unit price comparison with the surrounding cases. This research model of first-time home buyers’ decision preferences established by the current study has fully understood the consideration factors valued by the consumers and their relative importance in the process of housing purchasing in Kaohsiung Area.
Therefore, this study shed light on what an “ideal house” a first-time home buyer really wants. Such information derived by the current study is important and would provide clear directions and substantial suggestions for construction companies to plan the construction project.
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