Using Theory of Planned Behavior and Perceived value to Explore thePurchase Intention and Purchase Behavior of house- a case study inKaohsiung city
| Autor: | CHEN, YIN-PING, 陳吟萍 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 This study mainly discusses purchasing intention and purchasing behavior in Kaohsiung area, using the Ajzen (1985) proposed the plan behavior theory, Dodds and Monroe (1985) proposed perceived value as the theoretical basis, discussing the attitude of purchasing, subjective norm, perceived behavioral control and perceived value affection Whether the general public purchase house intention and purchase house behavior in Kaohsiung area. The main subjects of the study were Kaohsiung area, with 470 questionnaires issued and 441 valid questionnaires collected. In this study, the regression procedure was used to verify the hypothesis of research, and the results showed that the main reasons affecting the purchase intention of the Kaohsiung area include: buyers’ attitude, subjective norm, perceptual behavior control, perceptual value. When the consumer's buying attitude is positive, the subjective norm、the perceptual behavior control and the perceptual value are all strong, the consumer's purchase intention is the higher. The higher the consumer's intention to buy a house, is conducive to the purchase behavior. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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