| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 102 === Abstract：
Consumers purchase decision-making process is complex, decision-making process is influenced by many factors from consumer psychology, individual differences factors, environmental factors and marketing factors. Consumer demand as a key factor when facing the problem of purchasing decision, so it is called the purchase decision-making process.
The policy makers of buying houses, when making purchase decisions, they usually choose their most familiar brand attributes and the overall attitude of preference as the reference of house-purchasing., The attitudes to the architecture company’s service and brand attitude will directly affect the purchasing decision makers ’buying intentions and behaviors.
By studying the consumers'' decision-making process,the scholar finds that different involvement of consumers will make different consuming characteristics, include the differences about importance of price on decision-making, quantity of information-collection, time for making-decision, and styles of decision-making（Zaichkowsky, 1986）. Therefore, by the above theoretical review, this study tries to explore the impact of house buyers’ decision-making styles and involvement on their purchasing intention and related consuming behaviors.Samples collected from August 2013 ended in July 2014, this study will explore in depth related to consumer behavior of house buyers. The subjects are: 1. Nearly three years have already been a house buyers. 2. During the period (2013.8. 1 ~ 2014.7.30) of this study who is ongoing to be a house buyer. After the survey by convenience sampling, we issued 320 questionnaires, the final recovery is 252. After excluding invalid questionnaires by 2 parts (includes respondents omissions and data is not completed), totally we gain effective 250 questionnaires, the effective recovery rate is 78%. Then the data are analyzed with descriptive statistics, reliability analysis, factor analysis, t-test, ANOVA and hierarchical regression analysis.
The results show first that the decision-making style has a significant impact on the house purchase intention. Second, there is partial significant impact on house buyers’ related behavior.. Third, there is no significant effect of the degree of involvement on house-buyers ‘related behaviors. Fourth, there is a significant impact on house buyers’ purchase intention by their involvement. Fifth, there is a significant effect on house buyers’ behaviors by their purchase intention. Sixth, there are significant differences on decision-making styles, involvement etc. by different gender, buying-purpose of house buyers
For future research, we suggest that the study of decision-making styles may be conducted in-depth analysis. Meanwhile for the managerial implication we propose that in business on the house seller may design effective questionnaire for testing the probability of transactions, or consumers ‘approaches. This would be advantageous for both buyers and sellers, not only to reduce many of the costs in time, but also increase the probability of turnover.
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