Decision Making Behavior in House Buying Process -A Study Regarding Voluntary Military Officers in Reserve Command, Ministry of National Defense

• Main Authors: Yu-Jung Chen, 陳宇嶸
• Other Authors: Jung-Hui Liang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/21676720109800391057

碩士 === 佛光大學 === 經濟學系 === 96 === The objective of this study was to investigate the consumers’ decision-making behavior in a house-buying process. A questionnaire consisting of four main parts was developed in this study. Simple random sampling was carried out from the population of voluntary military officers in Reserve Command, Ministry of National Defense. A total of 650 surveys were distributed. Among 554 returned surveys, 480 were completed and effective for statistical analysis. By identification in the factor analysis, the measuring factors extracted from the life style scale were “self-assurance,” “luxurious perception,” “emotional life,” and “strict budgeting”. Three clusters classified as “contented-living cluster,” “subjectivism-pragmatism cluster,” and “fashion-LOHAS cluster” were obtained by an analysis of clustering-based segmentation model. All three clusters showed no significant difference with respect to the consumers’ demographic variables, such as age, rank, position, sex, and education. However, a significant difference was found among three clusters in regard to the demographic variables including work time, marital status, number of children, family income, purchase motive, and information source. Product attribute variables, inclusive of economy, humanity, location, and security, did have significant effect on consumers’ decision-making behavior under different market segmentation. As a whole, most of the voluntary military officers got the housing information either from the real estate broker or through the recommendation of relatives as well as close friends. The purchase motive was concerned with the expectation of being able to own a personal space equipped with modernized facilities. The purchase price was usually in between 3-7 million NT dollars. Tall building accommodated with elevators was the preferred choice when a purchase decision was made. In the residential market, military officers with different life styles showed a marked variation in preference for the housing characteristics. “Contented-living cluster”, paying more attention to the emotional stirring about a family, hoped to own houses having cultivated, convenient, and secure environment. “Subjectivism-pragmatism cluster”, paying more attention to the utilizable value and market quotation of the house, concentrated on the geographic characteristics of the house location. “Fashion-LOHAS cluster”, enjoying the life style of health and sustainability, placed emphasis on the characteristics of economic capability, security, and convenience.