The influences of the type of information on the purchase intention and performance expectation of residential real estate properties

Abstract During the Purchase Decision Process (PDP), consumers use limited information to evaluate the value of an asset, considering that they do not have access to complete and adequate information, lack of knowledge and experience. Technical information about building performance can be used as differential attributes in the PDP. This research seeks to analyze the influence of technical information on the purchase intention and performance expectations of residential real estate consumers. Two studies were conducted, with different but complementary characteristics, the first one being exploratory and qualitative and the second one being experimental and quantitative. The results showed that information, regardless of its content and format, has a significant impact both on purchase intention and performance expectation when provided to the consumer during the purchasing process. However, the information content and format as used in the advertisements developed for this study’s experiment showed no significant differences in the variables analyzed. The main contribution of this work is to provide subsidies to improve the adaptation of real estate marketing advertisements and guarantee better and qualified information to consumers.

摘要

在购买决策流程（Purchase Decision Process，简称PDP）中，消费者因无法获取完整充分的信息、缺乏相关知识与经验，仅能依靠有限信息对资产价值进行评估。建筑性能相关技术信息可作为该流程中的差异化属性。本研究旨在分析技术信息对住宅房地产消费者购买意向与性能预期的影响。

本研究共开展两项特征各异且互为补充的研究：第一项为探索性定性研究，第二项为实验性定量研究。研究结果显示，在购房过程中向消费者提供技术信息时，无论信息内容与呈现形式如何，均会对购买意向与性能预期产生显著影响。不过，本研究实验中所用房地产营销广告所采用的信息内容与呈现形式，在各分析变量上未表现出显著差异。

本研究的主要贡献在于为优化房地产营销广告的适配性提供理论支撑，并保障向消费者提供更优质且符合要求的信息。