Factors Influencing Chinese Residents' Purchase Decisions for Properties in Thailand

The study's objective is to investigate the factors that influence Chinese residents' decisions to purchase properties in Thailand. The study collected 424 valid samples through a questionnaire. It employed descriptive statistics (frequency and mean) and inferential statistics (Independent t-test, One-Way ANOVA, and multiple linear regression analyses) for data analysis. The results show that education level and marital status in the demographic data, as well as 10 key subfactors derived from Environmental Factor, Financial Factor, Governmental Factor, Subjective Norm Factor, and Physical Design Factor (Location, Financial Subfactor, Property Developer, Living Space, Family Influence, Infrastructure Facilities, Environment, Security, Dwelling Features and Legal subfactor), have statistically significant effects. Among the 10 key subfactors, four subfactors —Location, Financial, Property developer, and Living space —have substantial effects, while the remaining six have moderate effects. The results of this study can serve as a reference for Thai real estate professionals to help them develop effective strategies and marketing approaches for Chinese residents when purchasing properties in Thailand

本研究旨在探究影响中国居民在泰国购置房产决策的各类因素。本研究通过问卷调查收集了424份有效样本，采用描述性统计（descriptive statistics，涵盖频数与均值）与推断性统计（inferential statistics）开展数据分析，具体方法包括独立样本t检验（Independent t-test）、单因素方差分析（One-Way ANOVA）及多元线性回归分析（multiple linear regression analysis）。研究结果表明，人口统计维度中的受教育程度与婚姻状况，以及源自环境因素（Environmental Factor）、财务因素（Financial Factor）、政府因素（Governmental Factor）、主观规范因素（Subjective Norm Factor）与实体设计因素（Physical Design Factor）的10个关键子因素，具体包括区位（Location）、财务子因素（Financial Subfactor）、房地产开发商（Property Developer）、居住空间（Living Space）、家庭影响（Family Influence）、基础设施（Infrastructure Facilities）、居住环境（Environment）、安防保障（Security）、住宅特征（Dwelling Features）与法律子因素（Legal subfactor），均对购房决策存在统计学意义上的显著影响。在上述10个关键子因素中，区位、财务、房地产开发商与居住空间这4个子因素具备显著的影响效应，其余6个子因素则呈现中等程度的影响。本研究结果可为泰国房地产从业者提供参考依据，助力其针对中国赴泰购房居民制定高效的营销策略与开发方案。