Preference Indicators Analysis on Consumers' Relocation Intention of Real Estate in Taichung

• Main Authors: Sheng-Hsiang Huang, 黃盛祥
• Other Authors: Tzer-Shyong Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/z6nm73

碩士 === 東海大學 === 高階經營管理碩士在職專班 === 102 === Real estate is currently considered as the investment object with inflation-proof in value and the highest benefit and the most concerned issue in current conditions of house market and future trend. The government has proposed several real estate control policies for current house price rise that a lot of investors start to shrink back and the relocation group is better guaranteed. From relevant literature review, research on relocation is introduced to discuss consumer attitudes towards relocation and understand the factors in the relocation decision. Based on Theory of Planned Behavior, the researcher further discusses the factors in behavior intention and extrinsic variables, tending to draw up the research framework. Aiming at the relocation group for more than 100 square footage houses, dealers and doctors are selected as the research samples. In-depth interview is utilized for understanding the relocation background and factors. The interview questionnaires are further organized the participants’ opinions so as to understand the factors in the relocation. Finally, the researcher attempts to understand the ideas of the relocation group and proposes future research directions and suggestions. According to the research results, the relocation motivation focuses on better quality of living and investment efficiency. The results also reveal that consumers would stress on the factors of Goodwill of Builder, Trust in Real Estate Broker, Future Appreciation Potential, Traffic Convenience, Park Green Space, Ventilation and Lighting, Pattern and Function, Building Administration, and Security Guard System in the relocation; Vital Function, Quality of Neighbor, Public Facility, and Building Material present ordinary effects; and, Orientation and Direction is least emphasized. In the consideration for relocation, dealers focus on Public Facility, Park Green Space, and Building Material, while doctors stress on Vital Function and Quality of Neighbor.