The Exploration of the Key Success Factors for Customers' Purchase Intention-A Case Study of Architecture Industry
| Autor: | Hong-Yun Wang, 王虹云 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Since a house is a product of high involvement and high price, it is not a product that ordinary consumers will purchase randomly or impulsively. Facing with factors such as upsurging prices in real estate market, government policy on restringing house prices, structural changes in economical and social environments, trends of less chil-dren and aging population, industrial competition, and the development of information technologies, consumers have more to consider, and more choices now, before purchasing a house. It is worthwhile for architecture industry to research into how these factors affect consumers’ purchase decision, and what kinds of houses and designs should architecture industry provide to win consumers’ recognition. This study used Analytic Network Process to analyze the relation of influential factors related to consumers’ purchase decision. Based on the results of in-depth inter-views, this study analyzed the views of interviewees on the weighted relation of influ-ential factors and sorted the order of key factors affecting consumers’ house purchase decisions. In total, 21 experts were invited to conduct the questionnaire survey. These experts were senior executives in architecture industry who had personally participated in the planning of house-sellng projects and with the decision-making authorities. Their professional expertise and practical experiences had contributed greatly to this study. As a result of this study, it was found that the Taipei metropolitan area was a long-term demand supporting area with advantages such as convenient transportation facili-ties, complete chains of industry, and more job opportunities, which helped to attract many immigrants from other areas. It was less likely to be affected by economic pros-perity or policies intended to curb rising housing prices. From this study, it was proved that factors including prices, design, and types of houses remained the most important considerations of house purchaser in Taipei City. The result of this study could provide construction business with practical suggestions for their reference in the planning of house construction as well as in making their house sale strategies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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