近年來，台灣經濟不景氣，直接影響整體市場經濟，首當其衝的是房地產市場，房地產產業亦牽動著眾多行業的起伏。此外，許多台灣建築業者經常使用品牌形象與促銷活動來吸引消費者的注意力與購買慾望，導致不同消費者的個人屬性對購屋意圖產生不同的影響效果。
因此，本研究主要在探討高科技產業員工個人屬性、品牌形象與購屋意圖的影響關係，本研究亦採用促銷活動中的非金錢促銷與金錢促銷為干擾變數，藉以瞭解個人屬性與品牌形象對購屋意圖的影響，以及探討不同人口統計變數對購屋意圖的差異看法。本研究以南部科學工業園區的高科技產業員工為問卷發放對象，並以判斷抽樣方式蒐集實證資料，總共發放資300份問卷，共回收223份問卷，有效問卷為206份，問卷回收率為74.33%。本研究資料藉由SPSS統計分析軟體的敘述性統計、因素分析、效度分析、獨立樣本t檢定、單因子變異數分析、皮爾遜積差相關分析以及迴歸分析等統計方法進行分析，所得之重要結論如下：（1）個人屬性對購屋意圖有顯著正向影響；（2）品牌形象對購屋意圖有顯著正向影響；（3）促銷活動在品牌形象與購屋意圖之間的關係，根據過去文獻應該具有干擾效果，但本研究結果並不支持這樣的假設；（4）不同教育程度對購屋意圖有顯著差異。最後，歸納研究結論並提出具體可行的建議俾供後續研究者參考。

Recently, the economic depression of Taiwan has been impacting the real estate market which influences other related industries. In addition, many Taiwan architecture industry leaders endeavor to encourage consumers to purchase products through the brand image and promotional activities in order to attract consumers’ attention and the purchase desire. However, different characteristics of consumers may create different consumer reactions toward home purchase intentions. Therefore, the main purpose of this study is to understand how high-tech industry employees’ personal attributes and brand image impact on home purchase intentions. Furthermore, this study also applies non-monetary promotions and monetary promotions as moderators to observe the effects, and to explore how demographic statistics (e.g. sex, marital status, education level, age, family number, and the income of family) affects home purchase intentions.
Research subjects are from high-tech industry employees in Southern Taiwan Science Park. A total of 300 copies of questionnaire are sent out, and 223 valid questionnaires are obtained, that made the returning rate to be 74.33%. SPSS statistical software is employed to analyze the data, and the methods includes descriptive statistics, factor analysis, reliability analysis, validity analysis, radon simple t test, One-way ANOVA, Pearson Correlation analysis and regression analysis.
Major findings are listed as follows: (1) Personal attributes have significantly positive influence on home purchase intentions; (2) Brand image has significantly positive influence on home purchase intentions; (3) According to literature review, promotional activities should have moderator effect between brand image and home purchase intentions, but the result does not support such hypothesis in this study, (4) Respondents with different education levels show significant differences in home purchase intention. Finally, this study discussed managerial implications according to the research results, and offered some suggestions for future studies.

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