ABSTRACT In past real estate market correlation research, had many relational veins to discuss one after another by the scholar, discovered each kind of factor influence buys the room decision-making pattern. Regarding the product knowledge, fords into as well as the brand cognition is the real estate purchase decision-making important attribute, but three between whether has the specific influence relations, may construct buys the room purchase decision-making pattern? In addition, because of the real estate characteristic, the purchase the risk which as well as own feels regarding this building feeling truly also can affect the policy-making result. The above five factors had many research real diagnosis in the past, this article study the sign locking in the real estate, attempts to cut into on the purchase angle, relations discussion purchase decision-making factor mutual influence. Key words: The product knowledge, fords into, the brand cognition
