| 摘要: | 內外環境因素的變化，讓購買海外第二個家的趨勢在台灣逐漸發酵；但是，有關顧客購買決策關鍵、價值訴求，及其對決策過程中的影響，迄今尚無具體研究。有鑑於此，本研究透過對30位具購買經驗者之深度訪談，利用「方法-目的鏈」及消費者決策行為模型等兩種方法，進行不同購買目的之消費者價值感知與決策行為解析。
研究結果發現，就目的而言，購買海外第二個家包括「置產/退休規劃」、「投資」及「移民需求」三項主要目的及「休閒/渡假」這項從屬目的；而且，多數購買者的目的都不單一，反應購買決策背後具多元考量。其次，在顧客價值部分，透過MEC分析，本研究歸納出5項價值、13項結果及20項屬性；此外，本研究進一步針對不同目的族群描繪其價值鏈，從而掌握因購買目的不同所浮現的重要關連鏈，以其不同族群間價值訴求的異同關係；而這些發現，亦有效解釋不同購買目的之消費者，因標的產品認知與關鍵決策因子差異所反應出的行為。
最後，基於前述特質，輔以市場尚處萌芽期階段，本研究進一步針對房仲業在未來進行顧客訴求與網路行銷的實務推動作為與背後意涵，提出具體建議與說明，希望能對市場發展有所助益。
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. |
