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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87270

    Title: 消費者購屋決策流程之探究 : 關鍵決策點之建構
    Other Titles: An exploratory study of decision-making process for housing purchase : the construction of critical decision points
    Authors: 鄧筑云;Teng, Chu-Yun
    Contributors: 淡江大學國際商學碩士在職專班
    黃哲盛;Huang, Je-sheng
    Keywords: 購屋決策流程;關鍵決策點;不動產行銷;焦點群體訪談;Real Estate Purchasing Process;Critical Decision-Making Points;Real Estate Marketing;Focus group interview
    Date: 2012
    Issue Date: 2013-04-13 10:54:40 (UTC+8)
    Abstract: 不動產價格高昂並具有不可移動性、耐久性和異質性等,與一般消費性商品不同之商品特徵,其決策過程較日常消費支出要為慎重,會受到不動產商品本身的因素、總體環境與消費者方面的因素之交互影響,各種因素之間並可能具有「整合(integrate)」與「抵換(trade-off)」的效果,使購屋決策流程中之關鍵決策點的找尋成了一個複雜的議題。
    Real Estate is a high price product with the durability, heterogeneity, durability and other characteristics which is different from general consumer goods. The purchase decision-making process about Immovable goods is regarded as prudent then the daily consumption expenditures. It will be the interaction of the factors of Immovable goods itself, the overall environmental and consumer. Between various factors, there may exist some "integrate" and "trade-off" effect. That makes finding the key decision points in the housing decision-making process has become a complex issue.
    This study reviewed the relevant research results, categorized the known factors affecting consumers in their decision-making process for housing purchase, and through the focus group interviews to explore the key points in the consumer housing purchase behavior. The results show that personal-use and investment purposes homebuyers have different information-gathering mode in area selection. The occupied homebuyers will have strong personal preferences and pre-set price range, the key in their housing decision-making will be the Regional environment and the pattern of preferences. On the other hand, Investors are more concerned about value-added potential, Landscape and the use of their funds. They focus on the effect of profit recovery rather than personal preferences.
    Therefore, this study suggests that the pattern of the real estate object should be designed to meet the target customer group. The sales staff should be strengthened in marketing to understand the preferences of personal-use homebuyers, and trying to establish good cooperative relations of information exchange with investors actively.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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