| Summary: | 碩士 === 國立中正大學 === 企業管理系研究所 === 104 === Nowadays female in Taiwan not only achieved financial independently but also became a stronger power in real estate market. In the ratio of house purchasing by gender, female have already accounted for more than half for seven years. This research is based on means-end chain (MEC) model. MEC model was adopted for analyzing the data were collected through one-to-one in-depth interviews with many female house purchasers. By understanding female house purchaser’s motivation, discuss what kinds of the value may bring to female buyers. Via data analysis, there are 20 factors could be concluded into 3 separated levels, which are “attributes,result, and value”, afterward the HVM (hierarchical value map) could be leveraged to find correlation relationship among these 20 factors. Through the research we could get the intension of the female house purchasers and the subsequence and value.That information could as the reference for the property market.
The result indicated that the attribute that female put more focus on is whether house located nearby their daily life needs, to enjoy more on better external environment conditions and convenience, so to achieve the house purchasing value of life convenience and comfortableness.
Therefore, the real estate companies should focus the marketing strategy that whether the house located her daily life needs, especially the good environment condition and convenience, will highly influence female purchasers’ decisions. So if we can start to the planning from how to bring the most convenient environment to female purchasers, it can definitely help to attract much more females’ attention.
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