| Summary: | 碩士 === 世新大學 === 新聞學系 === 104 === Real estate is regarded as a high involvement product. Purchasing such product could be a lifetime decision to most of the consumers. Therefore, it is necessary for consumers to make huge effort to gather all the information needed to make decision. And realtors can provide consumers all the information needed for decision making in order to attract consumers to pay for their services. Therefore, to consumers, the image, services and reputation are top criteria when choosing a realtor.
This research is based on consumer behaviors. Kotler conceives consumer behavior is to satisfy one's need and desire through the process of decision making of buying a product. Therefore, this study is to investigate consumers' willingness to entrust the realtors through the process of purchasing real estates. This research will also show how media and brands affect the consumers' willingness to entrust the realtors.
The results of the study show that media information will affect the consumers’ attitude and willingness towards realtors, especially the media information released by the realtors themselves affects the most. At the same time, the real estate brand image will also have an impact on consumers' attitude. Therefore those lead to the conclusion that (1) different formation such as advertising, graphic, electronic, Internet and other media resources (2) the brand image and the quality of personnel, and (3) consumers of different region, income, and professions are the main factors that affect consumers’ attitude and further influence the willingness to entrust the realtors.
|
|---|
