購屋者對於購買房地者有著不同消費型態，購屋者對於銷售人員的專業知識的重視度日益提升，並帶動了房屋銷售業者不斷提升顧客知覺價值。因此，本研究探討購屋者對於住宅偏好、行銷知識管理能力、購屋者知覺價值、以及購屋者購買意願關連性。以對住宅房屋購買有興趣的消費者為研究對象，經問卷調查共回收有效問卷77份。本研究採取SPSS統計軟體進行迴歸分析，資料分析結果顯示，住宅偏好、行銷知識管理能力、以及購屋者知覺價值對購屋者購買意圖有正面顯著影響。研究結果發現，住宅偏好子構面的住宅舒適、地段便利、結構安全有正向顯著影響購屋者購買意願。同時，研究發現，行銷知識管理能力僅購屋者知識管理能力對購屋者知覺價值與購買意願有著正向顯著影響。 Homebuyers exhibit different consumer behaviors when purchasing properties, and their increasing emphasis on salespeople's professional knowledge has driven real estate developers to continuously enhance customer perceived value. Therefore, this study explores the relationships among homebuyer preferences, marketing knowledge management capabilities, homebuyer perceived value, and purchase intentions. The research subjects are consumers interested in purchasing residential properties, and a total of 77 valid questionnaires were collected through a survey. Regression analysis using SPSS software was employed for data analysis. The results indicate that homebuyer preferences, marketing knowledge management capabilities, and homebuyer perceived value have a significantly positive impact on purchase intentions. The study found that the sub-factors of homebuyer preferences, namely residential comfort, convenient location, and structural safety, have a positive and significant influence on purchase intentions. Additionally, the study discovered that marketing knowledge management capabilities, specifically homebuyer knowledge management capabilities, have a positive and significant effect on both perceived value and purchase intentions.
