消費者購屋決策流程之探究 : 關鍵決策點之建構

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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。本研究回顧相關的研究成果，歸納分類已知影響消費者購屋決策之因素，透過焦點群體訪談法，分別訪談以自住為購屋目的及以投資為購屋目的之不動產商品購買決策者，探究消費者購屋決策行為中的關鍵決策點。研究發現在區域選擇上，自住與投資目的之購屋者會有不同的資訊收集模式，自住客會以熟悉的區域作為出發點，除非有其他（工作、姻親關係）才會增加區域選擇；但投資客會為了尋找增值潛力較高的區域而去了解自己不熟悉的環境。在房屋細部屬性條件上，自住目的購屋者會有強烈的個人偏好、並設定價格區間，特別是在區域環境、格局上的偏好會是購屋決策中的關鍵；投資客則在增值潛力、景觀、資金運用上較為在意，注重的是利潤回收的效果而非個人偏好。因此建議不動產物件之格局等設計應迎合所欲設定之目標顧客群，銷售人員在行銷上可加強對自住客戶偏好的了解掌握，並積極嘗試與投資客建立資訊交流的合作關係 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:	[Graduate Institute & Department of International Business] Thesis

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