A Study on Purchase Satisfaction and Repurchase Intention of Real Estate in Thailand Based on the Theory of Consumption Value

Abstract: This study integrates Consumer Value Theory (CVT) and Consumer Luxury Value Perceptions (CLVP) to develop a real estate consumer value model encompassing functional, social, emotional, and investment values, and to explore their influence on repurchase intention among Thai real estate buyers. A quantitative approach was used, with a questionnaire distributed via Line and WhatsApp in March 2025, yielding 217 valid responses. Data analysis was conducted using SPSS, including descriptive statistics and regression analysis. Findings revealed that demographic factors influenced consumer perceptions: female buyers valued emotional aspects more, while older and educated buyers emphasized investment value. Higher-income buyers prioritized social value as a status symbol. Emotional and investment values significantly impacted purchase satisfaction and repurchase intention, whereas social and functional values were less significant. The study offers practical insights for real estate professionals, highlighting the need to enhance buyer identification and investment confidence to stabilize the market and boost long-term demand.