A Study of the Mobile Media’s Effect on ConsumerHousing Decisions.

• Main Authors: LU,TSAI-LING, 呂采玲
• Other Authors: Lii,Yuan-shuh
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/85r8mf

碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 107 === With the arrival of digital age, the adoption rate of cellular network has been rising each year. According to “Taiwan Internet Report 2018” published by Taiwan Network Information Center, as of 2018, internet users in Taiwan above the age of 12 had exceeded 17 million, suggesting an internet user base of more than 18.5 million, which accounted for 79.2% of the country’s population. Alongside this trend is the rapid adoption of mobile internet, the rate of which surpassed 70% for the first time in 2018. Traditional media for real estate developers to gain exposures, including printed materials like newspapers, magazines, or flyers, has seen a decline in their advertising capacity. Thus developers allocated more resources to mobile advertising. This study aims to: (1) Discuss the relationship between “Consumer Attributes” and “Consumer Behavior Models” in mobile advertising for real es-tate market; (2) Discuss the relationship between “Purchasing Attributes” and “Consumer Behavior Models” in mobile advertising for real estate market; (3) Observe the preferences across demographic variables to portray basic types of target consumers. This study investigated its subjects through a questionnaire designed for and distributed to Taichung City residents. Collected data were analyzed with SPSS software to provide empirical findings that can enable real estate developers to improve the effect of mobile advertising. Across all consumer attributes and behavior models, the data has shown that real estate mobile advertising is most effective on the group with a graduate degree and between the age of 41 and 50. That finding paints real estate adver-tisers a clearer picture of their target audience for mobile advertising. In terms of purchasing attributes and models of consumer behaviors, it is ob-served that mobile advertising is most effective on the group looking to purchase a home with a floor space from 41 to 60 pings (135 to 198 square meters). Those more inclined to act on the advertising materials received are those who have an ample budget for home buying. This gives future developers an indication on which marketing strategy and channel to adopt for development projects across different price ranges and floor spaces.