Exploring the values shaping homeownership intention in Malaysian housing market: a thematic analysis

Purpose Numerous studies on the housing market indicate that perceived value is one of the drivers of consumer behaviour. However, these studies inadequately explain which perceived values influence consumer behaviour. Therefore, this study aims to examine the perceived value that shapes consumers’ homeownership intentions. Design/methodology/approach This study adopted a qualitative approach. The participants included experts in the housing market, such as real estate practitioners, researchers, government agencies and prospective homebuyers. A judgmental sampling method was used and the collected data were analysed using thematic analysis assisted by the NVivo software. Findings Based on semi-structured interviews, six perceived values are identified: functional, conditional, monetary, social, emotional and relational values. Among these, functional and conditional values are identified as the most influential drivers shaping positive attitudes towards homeownership. These findings highlight that homeownership intentions in Malaysia are strongly shaped by product quality, incentives and contextual conditions. These findings deepen our understanding of the role of perceived values in influencing attitudes and homeownership intentions in the housing market. Originality/value This study contributes to knowledge advancement in the real estate market research by offering a deeper understanding of consumer behaviour. Additionally, the findings guide policymakers in tailoring housing policies.