The Impact of the Mobile Advertisement on the Consumer’s Decision Making of Buying House

• Main Authors: YEH, CHIA-MING, 葉家銘
• Other Authors: LAI, PI-YING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/x6dh7y

碩士 === 國立屏東大學 === 不動產經營學系碩士班 === 106 === With the increased number of smart phone users in recent years, the advertising model in real estate has also undergone major changes. The real estate brokers have begun to use mobile ads to increase the exposure of their housing projects. However, whether or not this marketing model will effectively increase the willing housing buyers and directly affect the decision of the consumers towards these housing projects is this research purpose. This paper will discuss the impact of mobile advertising on the decision of buying house through the AISAS research model. According to our research, the total amount of mobile advertisement has reached 31 billion in 2017, in compare of 5.97 billion in 2008. The budget of advertising for real estate projects is around 2 to 2.5% of total projects amount. An effective advertisement has become a major issue to developers. This research will try to delve the issue. With the arriving of the digital era, the smart phone users have exceeded 60% in Taiwan, and real estate mobile advertisement has also been increasing yearly. In the future, mobile advertising will be playing the key role in consumer’s decision making. After empirical study, this research has found out that the high level of acceptance in real estate mobile advertisement. Those occupations on information-related industries, financial industries, military personnel, civil servants and teachers are the major acceptance in real estate mobile advertisement. Among the mentioned subjects, around 60% responded as interested in knowing more or willing to purchase after viewing the advertisement. There are 20% respondents to be interested on real estate mobile advertisement including: agriculture, forestry, fishery, and mining. We also found that Lingya, Fengshan, Nanzi, and Renw districts have more 50% to purchase house after viewing the mobile advertisement. According to research, whether it is to attract interests or viewings of properties, the impact of real estate adverts on both males and females does not differ significantly. However, the percentage of females buying a property after seeing the adverts is higher than that of males by 10%. Moreover, those aged from 31 to 60 are the most influenced by real estate adverts.