Analysis of decision-making factors for Chinese investors purchasing condominiums in Bangkok's CBD area

Abstract

This study aimed to explore the key influential factors in the China investors buying apartment in Bangkok CBD and to assess how different marketing strategies influence the purchase decisions. Data for this analysis were obtained by conducting a questionnaire survey, and regression analysis was carried out using SPSS. A total of 281 valid questionnaires were collected. The research variables are the influence of purchase intention by perceived functional value, perceived emotional value, perceived psychological expected value, and perceived rationality of purchase cost. According to the regression analysis, the two factors—perceived psychological expectation value and perceived purchase cost rationality—show a more influential relationship toward purchase intention; that is, both of them are very significant from the viewpoint of investors. Besides, in the purchase intention of an apartment, the perceived emotional value and the perceived functional value are also having positive effects significantly. According to this, the study recommends that developers should take such measures as enhancing brand image, optimizing payment methods, improving customer service, and perfecting project functions to attract more China investors to buy apartments in Bangkok CBD. Practical implications of this research are useful for real estate developers and marketers when devising more effective market strategies to address investors' needs in China.