The Communicative Power of Model House in Consumer’s Purchase Decision
碩士 === 國立臺灣科技大學 === 工業管理系 === 96 === Housing is a high-involved product. The decision-making process of consumers is extremely complicated. The consuming behavior also includes a number of elements. In factors that affect purchase intention, brand is a distinct indicator besides house features that...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/74970795594165601381 |
| Summary: | 碩士 === 國立臺灣科技大學 === 工業管理系 === 96 === Housing is a high-involved product. The decision-making process of consumers is extremely complicated. The consuming behavior also includes a number of elements. In factors that affect purchase intention, brand is a distinct indicator besides house features that consumers prefer.
This research was conducted with stratified random sampling, based on the population proportion of every district in Taipei City.The sample size of the survey was 300 individuals with 226 responses. This research used AMOS to examine six hypotheses. The findings were model house affected attitude and concept to ward brands, model house affected purchase intention, brand attitudes affected purchase intention after ward. the perceived quality is positively relative to the perceived utilitarian value、the price acceptability is positively relative to the perceived utilitarian value、emotions are positively relative to the perceived hedonic value、perceived utilitarian value is positively relative to the brand attitude、perceived hedonic value is positively relative to the brand attitude、brand attitude is positively relative to the purchase intentions.
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