The Research of Female’s Housing Consumer Behavior in ... · Therefore in this research we try to...

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JOURNAL OF HOUSING STUDIES, VOLUME 14 NO. 1, JUNE 2005 RESEARCH pp.67-84

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Professor, Institute of Public Affairs Management, National Sun Yat-sen University, Kaohsiung, Taiwan, Republic of China.** �� !"#$%&'()*+,-./01234�567870��

Candidate, Institute of Public Affairs Management, National Sun Yat-sen University, Kaohsiung, Taiwan, Republic ofChina. E-mail: scorpio.ball@msa.hinet.net

*** �� !"#$%&'()*+,Master, Institute of Public Affairs Management, National Sun Yat-sen University, Kaohsiung, Taiwan, Republic of China.

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�� !"#$%&'()*+,-./The Research of Female’s Housing Consumer Behavior in

Kaohsiung Metropolis

�� *�� !**�� !***Jih-Hwa Wu*, Chin-Chia Yeh**, Chia-Yi Chou***

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ABSTRACTThe male-dominated housing consumer market gradually changes because of female's increasing

economic ability. Therefore in this research we try to build up a model of housing consumer behavior basedon The Theory of Planned Behavior by Ajzen(1985) to predict and explain female's housing consumerbehavior, and to discuss factors which could effect their decisions.

In this research we use software LISREL 8.5 version to analyze potential female house buyers inKaohsiung Metropolis. We find that the model of "Intensions of female housing consumer behavior"designed by TPB is within the fitness index. We also find that when buying a house, female pay attention tothe environment and convenience of the house (including noiseless, accessibility of employment andmanagement of house), their parents opinion, and also the convenience of getting information. On the otherhand, the builder's credit and the media advertising do not affect female consumers very much. Therefore thelatter two reasons might not be proper factors to observe female's consumer behavior.

Keywords: Housing consumer behavior, The Theory of Planned Behavior, SEM, LISREL

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