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|Other Titles: ||The impact of decision-making style and involvement on house buyer's purchase intention and consuming behavior|
|Authors: ||邱勝杰;Chiu, Sheng-Chieh|
洪英正;Hung, Ying-Cheng;李芸蕙;Li, Yun-Hui
|Keywords: ||決策風格;涉入程度;購買意願;購屋相關消費行為;Decision-making Style;Involvement;Purchase Intention;Consuming Behavior|
|Issue Date: ||2015-05-04 09:51:15 (UTC+8)|
樣品蒐集從2013年8 月起至2014 年7 月止，本研究將針對購屋相關消費行為作深入之探討，其研究對象如下1.近三年內已購屋者、 2.本研究期間（2013.8.1～2014.7.30）正在進行購屋行為者，發出問卷並完成回收。總計共發出320 份問卷，進行便利抽樣調查，最後回收252 份，經整理後剔除無效問卷 2 份(包含填答遺漏、資料不完整等)，共得有效問卷250份，有效回收率為78 %，有效樣本率為78 %，藉由描述性統計、信度分析、因素分析、t檢定、變異數分析及層級迴歸分析等方法進行資料分析。
Consumers purchase decision-making process is complex, decision-making process is influenced by many factors from consumer psychology, individual differences factors, environmental factors and marketing factors. Consumer demand as a key factor when facing the problem of purchasing decision, so it is called the purchase decision-making process.
The policy makers of buying houses, when making purchase decisions, they usually choose their most familiar brand attributes and the overall attitude of preference as the reference of house-purchasing., The attitudes to the architecture company’s service and brand attitude will directly affect the purchasing decision makers ’buying intentions and behaviors.
By studying the consumers'' decision-making process,the scholar finds that different involvement of consumers will make different consuming characteristics, include the differences about importance of price on decision-making, quantity of information-collection, time for making-decision, and styles of decision-making（Zaichkowsky, 1986）. Therefore, by the above theoretical review, this study tries to explore the impact of house buyers’ decision-making styles and involvement on their purchasing intention and related consuming behaviors.Samples collected from August 2013 ended in July 2014, this study will explore in depth related to consumer behavior of house buyers. The subjects are: 1. Nearly three years have already been a house buyers. 2. During the period (2013.8. 1 ~ 2014.7.30) of this study who is ongoing to be a house buyer. After the survey by convenience sampling, we issued 320 questionnaires, the final recovery is 252. After excluding invalid questionnaires by 2 parts (includes respondents omissions and data is not completed), totally we gain effective 250 questionnaires, the effective recovery rate is 78%. Then the data are analyzed with descriptive statistics, reliability analysis, factor analysis, t-test, ANOVA and hierarchical regression analysis.
The results show first that the decision-making style has a significant impact on the house purchase intention. Second, there is partial significant impact on house buyers’ related behavior.. Third, there is no significant effect of the degree of involvement on house-buyers ‘related behaviors. Fourth, there is a significant impact on house buyers’ purchase intention by their involvement. Fifth, there is a significant effect on house buyers’ behaviors by their purchase intention. Sixth, there are significant differences on decision-making styles, involvement etc. by different gender, buying-purpose of house buyers
For future research, we suggest that the study of decision-making styles may be conducted in-depth analysis. Meanwhile for the managerial implication we propose that in business on the house seller may design effective questionnaire for testing the probability of transactions, or consumers ‘approaches. This would be advantageous for both buyers and sellers, not only to reduce many of the costs in time, but also increase the probability of turnover.
|Appears in Collections:||[企業管理學系暨研究所] 學位論文|
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