Impact of Fan Page on Real Estate Buying Decisions - The Case of Real Estate

• Main Authors: LIN,WEI-SHUO, 林威碩
• Other Authors: 曾光華
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/g7ym44

碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 106 === The concept of “Whoever owns the lands owns the wealth” has been affecting the perspective of real estate in Chinese community, and as a result leading to the continuous development in Taiwan’s real estate industry. Due to the division of labor and expertise, Taiwan’s real estate industry, which consists of developers, manufacturers, advertisers, agencies and etc., has formed its unique business model. However, with the development of the internet, more and more marketing activities are taken place on the internet as consumers change their behaviors in media usage. The purpose of this research is to explore whether this type of internet marketing will affect consumers’ buying decision. The objects of this research are the consumers and social media fans of a certain Taichung real estate. The method of this research is to summarize and analyze the interactive relationship between consumers and fans’ pages of social medias through the interviews. It is expected that this research can offer a practical experience as a valuable reference for the following researchers on decision-making.