| Summary: | 碩士 === 南華大學 === 建築與景觀學系環境藝術碩士班 === 105 === Real estate is one of the major industries and also an important indicator of national economics. It's an accumulation of living, working, environment and natural resources that directly impacts people. The behavior of realtor is a key factor to pricing, fair trading, trading security, volatility and even price trend. Therefore, this study based on the questionnaire survey analyze and explore the impact of the “assessing the influence of real estate agents' marketing persuasion techniques on purchasing intention of consumers” and recommends how to facilitate the deals.
There are 5 indicators in this study including the efforts of real estate agents, positive image projecting, shaping the value of property, showing bargaining power and maintaining purchase intention of consumers. The study result shows that all 5 indicators are significantly positive to purchase intention of consumers. Besides, consumer's response vary according to their own educational background, living locations, annual incomes and other factors.
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