| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 97 === With the Taichung county, city and municipalities to upgrade next year will be combined, the boom in real estate in Taichung has kept grow up in the recent years. In the meantime, people regard the quality and the location of residence as a kind of symbol of personal fortune and status. Therefore, the residence issues were gradually laid in the improvement of “quality,” which requires more understanding about the needs and preferences of customers.
How can it surpass its competitors from fierce competitions? What are the strategies can it take? By realizing the decision process of customer and the motivation, recognition and involvement toward purchasing intention, can it establish competitive advantage, satisfy customers’ demand, and increase sales volumes.
The thesis begins with paper survey and questionnaire to find out the casual relationship among the motivation, recognition, involvement, and intention of Town House. In order to investigate the casual relationship mode among the motivation, recognition, involvement, and purchase intention of Town House, we conduct factor analysis and Path analysis to figure out the casual relationship between latent variables, and test whether its impact significantly.
The outcome indicates that:
1. There are significant differences between demographic variables and the purchasing Town House experience
2. Motivation to purchase Town House has positive influence toward recognition.
3. Recognition of purchase f Town House has positive influence toward involvement.
4. Involvement with Town House has positive influence toward recognition.
5. Motivation to purchase Town House has positive influence toward involvement
6. Recognition of Town House has positive influence toward purchase intention.
Motivation to purchase Town House has positive influence toward purchase intention.
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