| Problem. Marketing has not been a pivotal element of housing research. Moreover, the purchasing behavior of Chinese house buyers was under-researched. This study contributed to housing market research by examining the perceived relationships and differences in 47 marketing-oriented house purchasing factors between different socioeconomic statuses of house buyers in China, Hong Kong, and Taiwan, individually and in aggregate.;Research method. This research was descriptive in nature. A self-administered questionnaire was applied as a vehicle to collect primary data in Shanghai (China), Kowloon (Hong Kong), and Taichung (Taiwan), utilizing 200 respondents in each city as the sampling frame.;Results. House buyers in China generally revealed very enthusiastic responses regarding house purchasing. Younger, inexperienced, and female house buyers in China paid more attention to the exterior features of the house, the mortgage, and interest rate fluctuations in their house purchasing decisions. In addition, it was found that renters, younger, and single house buyers responded more to the promotional efforts of the marketing professionals.;In comparison to the findings in China, house buyers in Hong Kong had passive attitudes but nevertheless were very speculative in house purchasing. The results showed that younger, female, and inexperienced house buyers in Hong Kong regarded the accessibility to jobs and leisure activities as being more important than those who were older, male, and experienced house buyers.;Similar to the findings in Hong Kong, house buyers in Taiwan demonstrated pessimistic views regarding buying a house. The findings evidenced that younger, single, and lower income house buyers perceived the feelings of warmth and joy and the loving feelings produced by the house as more critical in house purchasing decisions than did older, married, and higher income house buyers in Taiwan. |
