購屋者特質、資訊搜尋、購屋動機、知覺價值對購屋意圖之影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/53895

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53895

Title:	購屋者特質、資訊搜尋、購屋動機、知覺價值對購屋意圖之影響 Effects of House Buyer Traits, Information Search, Purchasing Motivation, and Perceived Value on House Purchase Intention
Authors:	邱皓民 CHIU, HAO-MIN
Contributors:	國際企業管理學系碩士在職專班
Keywords:	購屋者特質資訊搜尋購屋動機知覺價值購屋意圖 home buyer traits information search purchasing motivation perceived value house purchase intention
Date:	2025
Issue Date:	2025-02-24 14:09:42 (UTC+8)
Abstract:	購屋是人生中的重大決策之一，除了必須要支付龐大的金額之外，也需投入大量的時間進行研究，若購屋者想要買到符合自身需求的房屋，就必須事前對購屋要有一定的研究與認知。然而，購屋者研究越多，影響購屋決策的因素就複雜，因此，探討影響購屋意圖之重要因素，對於房地產市場發展，以及協助購屋者做出明智的購屋決策上，都具有重要意義。本研究採用便利抽樣方式進行調查和研究，透過SPSS統計軟體進行信度分析、相關分析、迴歸分析及變異數分析來檢驗研究假設。實證結果顯示，購屋者的資訊搜尋、購屋動機、知覺價值等因素，皆對購屋意圖呈正向影響，然而，購屋者特質對於購屋意圖則沒有影響。本研究整合了資訊搜尋、購屋動機、知覺價值、購屋者特質等因素，建立了購屋意圖的影響因素模型，有助於對購屋者在購屋決策過程上的理解。研究結果將協助建房地產開發商和經銷商能更瞭解購屋者的需求、動機和行為模式，從而制定更有效的行銷策略。 Purchasing a home is one of the major decisions in life. Besides the need to pay a large sum of money, it also requires a significant amount of time for research. If buyers want to find a house that meets their needs, they must conduct thorough research and have a good understanding of the home buying process. However, the more research home buyers conduct, the more complex the factors influencing their purchase deci-sions become. Therefore, exploring the key factors that influence home buying inten-tions is of great significance for the development of the real estate market and assisting buyers in making informed decisions. This study uses convenience sampling for the survey and research. Reliability analysis, correlation analysis, regression analysis, and variance analysis were conduct-ed using SPSS statistical software to verify the research hypotheses. The empirical re-sults show that factors such as information search, purchasing motivation, and per-ceived value all positively influence home buying intentions. However, the character-istics of home buyers do not have an impact on home buying intentions. This study in-tegrates factors such as information search, purchasing motivation, perceived value, and home buyer characteristics to establish a model of factors influencing home buying intentions. This helps in understanding the decision-making process of home buyers. The findings will assist real estate developers and marketers in better under-standing the needs, motivations, and behavior patterns of home buyers, thereby for-mulating more effective marketing strategies.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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