The Research on Consuming Intention Affected by Government Housing Policy, edia & Customers’Preference－A Case Study to Taichung County & City

• Main Authors: Te-Yu Shen, 沈德裕
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/za4z8n

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 91 === The domestic real-estate’s condition has situated at the recession recent years, which has leaded a series of favorable policies by government as the low-rate residence loan, the cutting of land-tax to half for two-year-period & the suspension to house-construction by government for avoiding the surplus. There are different comments to the effects caused by the policies to the public. For investigating if those have relieved the public’s burden or only favored to the builders, the Linear Structure Relationship Model ( LISREL ) can be adopted for analyzing the impact of the policies to people’s house-procurement intention. Public’s preference to the residence always fluctuates by the individual & the ambience. This study erects the validity & the goodness on the convenience of place, the safety of house-structure, the facility & the quality of the house by the Confirmatory Factor Analysis( CFA ), & also evaluates the desire affected by the Media, the preference & the policies. The result indicates the positive relation between the policies & the intention, The parameter of the application on low-rate residence loan ranks the first. On the preference, it reveals its positive direction to intention. Among the factors, the facility occupies the first, the safety of house-structure is the second. Concerning of the media, it only relates to the preference not to the intent to all the participants; but it shows the positive-ness to those who want to purchase within 5 years. Such can be concluded it seduces the planned buyers much. The preference to residence & the influence of the policies among the Taichung residents can be divided: The influence of the policies to the people in Taichung city & in Taichung county doesn’t leak evident difference. On the preference, the ones in Taichung city care more on the convenience & the facility while the ones in county care lots on the safety. This study identifies the higher approval to the government’s low-rate residence loan by the subjects, so which can be deduced the necessity of the policy at this stage & referred for future policy-making to government. For establishing forever with outstanding presentation, the builders not only have to provide the safety on structure, the facility, the convenience & the living quality for suiting to consumers’ preference but also must with the reputation & the working quality.