房屋廣告訴求與購買意願關係之研究--以臺北市為例

• Main Authors: CHEN,CHAO-TAI, 陳肇泰
• Other Authors: 陳才
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/60798660704768848771

碩士 === 佛光大學 === 傳播學系 === 104 === The rise and fall of the real estate market boom often is an important indicator of economic prosperity or not . Property subject to limited land resources , combined with the rapid growth of the world population status , making it a difficult or easy to up the price of commodities. Therefore, the real estate market in support of national economic environment and investment conditions and the regulatory background and other factors , the investment by the world's favorite person . The housing industry accounts for a significant ratio of a country's economic growth rate of GDP, the economy will not follow the business cycle and affects , in fact, the engine of national economic development industry . This study aimed to investigate the relationship between housing and the purchase intention of advertising appeal . According to the research motivation, after collecting the relevant literature have been collated over the years analyzed, the main purpose of this study , based on findings and make recommendations. The research process begins with determining research topics and research motivation , after defining the scope of the study . Followed by collecting the relevant documents , including relevant research house advertising appeal and purchase intention , the establishment of research infrastructure . Housing agency employees then do in-depth interviews , look for advertising appeals and Purchase Intention ; then sampling target for the survey , drawn from findings , concluded the research results , and make recommendations. Research Methods in-depth interviews that results are as follows , life demands convenience , private space demands admiration demands, financial planning demands, the demands of living at ease , can be summarized as rational appeal ; on the other hand , the psychological demands of faith , joy retirement aspirations , can summarized as emotional appeals . For all the information obtained from the survey were analyzed and the results were discussed. Respectively, to describe : the demands of the people live in peace of mind petitions , followed by demands for the convenience of life , psychological demands of faith and admiration petitions demands relatively small. " Life demands convenience " and " financial planning demands ," " psychological demands of faith ", " aspirations to live at ease ," " Happy retirement aspirations ", " admiration demands ," " the whole house advertising appeals ", " overall willingness to buy " showed a positive related . "Overall Housing advertising claims " and " overall willingness to buy " showed a positive correlation .      Housing advertising campaign to do better, more resonant , resulting in the purchase of housing will of the people is even greater .