The Effect of Attitude to Luxury and Perceived Value to High Price Housing’s Purchase Intention

• Main Author: 黃東隆
• Other Authors: 鄭國枝 博士
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/11382519982545258488

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 99 === The high-priced housing on the current Taiwan's economic and price are important issues; to a better understand consumers to purchase the impact of high-prices housing are key factors. Therefore, the aim of this article attempts to explore how the impact of luxury attitude and perceived value on the purchase of high-priced housing. The study proposes increasing attitude to luxury responses will enhance Purchase intention in high-prices housing through perceived value of high-prices housing. This paper use literature review and questionnaire survey to analyze the research purposes. The subjects in this study came from householder of Taichung seven major high-priced housing, a total of 200 questionnaires out, 161 valid questionnaires, the analysis of research is carried out by means of a multiple regression analysis and path analysis. Empirical evidence showed that the hypothesis of this study expected to be supported. The results showed that luxury attitude of consumers through perceived value, directly and indirectly increase their purchase intention. This means that to increase intention of consumers to purchase high-prices housing, the premise must choose the luxury attitude of the higher level in order to enhance the perceived value of high-priced housing, increase intention of consumers to purchase high-prices housing. Our implications also indicated that increase to understanding the characteristic of luxury attitude was not directly associated with purchase intention on high-prices housing but indirectly related to promote competitive power in Taiwan’s High-prices housing marketing.