Summary Introduction The Effect Of Price Factor And Knowledge Acquisition Mechanism On The Selection Of Property Location.

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4.6 Summary

The result from the first analysis, which is the Reliability Test stated that the Cronbach’s alpha has a strong value 0.918, which indicates high reliability for all the questions asked in the questionnaire. The second analysis, in the frequency test, all respondents answered all the questions, so there are no missing values in any of the questions. The third analysis which is the Pearson’s Product Moment Correlation Coefficient PMCC generally indicates that correlation coefficient between all the variables are in the range of between 0.347 to 0.680, and all relationship are statistically significant p-value ≤ 0.05. Last but not least, analysis multiple regression analysis indicates that there is a strong relationship between independent variables price, site visit and internet and the dependent variable location selection. 52 CHAPTER 5 DISCUSSION, CONCLUSION AND RECOMMENDATION

5.1 Introduction

This chapter provides an overview of the research and summarizes the study’s findings, makes conclusions based on the statistical analyses of the survey data, discusses observations on the implications of the study, and makes recommendations for the future research in the area of knowledge acquisition mechanism and adoption factors in the property location selection. 5.2 Discussion of Objectives 5.2.1 Discussion of objective 1: To study the effect of demographic factors on property location selection Result of the independent t-test indicates that there is no significant different between men and women in term of property location selection. Results of ANOVA shows that there is significant different in term of property location selection based on consumer’s income level and education background. Therefore, there is no significant different in term of property location selection based on consumer’s age and profession sector. 53 This result is support the finding by La Paz 2003, which found that the income that affects decision-making as ‘normal’ income and it enables a household or not to buy a property. La Paz 2003 defined the ‘normal’ income is the wage and the total amount of wages that a family earn including those proceeds from overtime. In the model, levels of earning have been discriminated in order to capture the relationships derived from high or low levels of income. 5.2.2 Summary of Objective 2: to examine the effect of knowledge acquisition mechanism and price on consumers property location Selection Result of stepwise regression shows that price and two knowledge acquisition mechanism i.e. site visit and internet are significantly affecting consumer’s property location selection. It showed that price and knowledge acquisition mechanism site visit and internet have strong relationship to location selection. This result is support the finding by Huber 1991, which found that knowledge acquisitions have become an increasingly important way for consumers to gain access to new knowledge and capabilities. Huber 1991 defined the knowledge acquisition is the process by which knowledge is obtained. Knowledge acquisition is the process of accumulating new information and relating it to what is already known. This result is also support the finding by Mattiasson and Ronnqvist 2009, which found that since most people’s budgets are limited, price is probably the most important aspect in the decision making process of buying a property. 54

5.3 Theoretical Contribution