| Summary: | 碩士 === 南臺科技大學 === 高階主管企管碩士班 === 105 === Food, clothing, housing, and transport are vital to daily life. The issues regarding housing is manifold: the type of housing, the neighborhood,the size, the location,the living functions, transport, and even the interior layout, ventilation and lighting, interior accessories, and so on. Each of them is vital to our daily life and living quality. With convenience sampling, this study surveyed customers visiting newly completed housing projects in East, Yongkang, Rende, Shanhua, Xinshi, and Annan districts of Tainan and collected 200 responses for an empirical study.
As a rather special group, first-time buyers may consider factors that are different from investors or business operators. In addition to the preferences and motivation of purchase of first-time buyers, purchase postponement is rather common in this group. This study thus sorted the characteristics, purchase motivation, purchase preferences, factors of consideration, and the reasons for purchase postponement of this group to analyze their behaviors. In order to discern the pattern, motivation, and the preference to product type, layout and equipment, and the neighborhood of this major home purchasing group—first-time buyers, this study conducted a regression analysis on the behavior and characteristics of purchase postponement, motivation, and preference of this group to find true thoughts of first-time buyers with rigid demands.
From the research findings, we will make recommendations for both home buyers and constructors.
We recommend home buyers to study the transport markets, schools, greens, and hospitals in the neighborhood; and enquire the flood potential map and geological condition, and the future urban planning and development in the vicinity before choosing a project; checking the social comment, past performance, style, and service record of the builder. Then, buyers can visit the sales center to enquire the area, price, construction materials, construction process, safety, layout, and planning of the target project with sales representatives. In addition, buyers can interview neighbors of the project to cross-examine and assess the reliability of the builder and the project.
To builders, we recommend them to establish development strategies based on the market survey; build townhouses and then collective housing (apartments with elevators). Builders can plan smaller units in areas with convenient transport at a lower total price and control the number of units to make the community simpler. School districts are also vital. Builders can continuously advertise with signboards in fixed locations and major network platforms (e.g. Facebook, Google, Housetube, etc.) as major advertising channels. This study also recommends buildings to post construction methods on the project website and keep constant contacts with consumers. Safety, rigidity, and earthquake raft foundation are preferable. Builders should carefully select a development site away from NIMBY(Not In My Back Yard) facilities. Builders should also pay attention to the layout and bathroom planning that customers prefer and respect religious comments and space in the planning stage. The analysis of the purchase postponement of first-time buyers found that an easy-to-play installment plan should be designed to serve the large first-time buyer group.
Keywords: purchase motivation, home purchase preference, first-time buyer, purchase postponement.
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