碩士 / 中國文化大學 / 資訊管理學系碩士在職專班 / 101 / Changes in economic and social aspects have made overseas second home purchasing an emerging trend in Taiwan. However, there are still few studies focusing on customer demands and key factors of decision making on overseas second home purchase. To bridge this gap between the practice and the academy, this research emphasizes on identifying the goals and types of customer values of overseas second home purchasing, as well as linkages between them. In-depth interview with 30 experienced consumers is taken as our research for data collection, whereas means-end chain, laddering, content analysis, and EKB model are applied as tools for data analysis.
The research findings can be concluded as following. First, with regard to the purpose on overseas second home purchasing, owning / retirement planning, investment, and dement of immigrant are found as the three key categories, whereas leisure / vacation is found merely as a corresponding goal. Meanwhile, all interviewed customers highlight more than one purpose behind their purchase, implying the diverse and complex of their decision making behaviors. Second, this research concludes 5 value, 13 results, and 20 attributes for the MEC hierarchy on overseas second home purchase. People belong to different purpose goals reflect significant different focus of value propositions and links amongst the attribute – result – value chains. Finally, in addition to reactions to current theoretical findings on customer value research, this research provides implications and suggestions for real estate retailers.
| Identifer | oai:union.ndltd.org:TW/101PCCU1396037 |
| Date | January 2012 |
| Creators | Mai-Li Pai, 白玫莉 |
| Contributors | 郭建良 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 103 |
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