Modelling House Purchase Decisions among Young Adults in Sabah Using the Stimulus-Organism-Response (S-O-R) Framework.
| dc.contributor.author | KU SIU WENG | |
| dc.date.accessioned | 2026-05-19T00:06:20Z | |
| dc.date.issued | 2026 | |
| dc.description | House is one of the essential needs of human beings acting as shelter to protect oneself and their families while providing privacy and comfort to achieve better quality of life. However, young adults today are found to be less associated with homeownership comparing to previous generations. In Sabah, there are unsold houses below affordable price of RM400,000 contradicting to the belief that price is the main factor influencing house purchase decisions. This study aims to find out what are the external factors (stimulus) influencing the internal factors (organism) on house purchase decision (response) through Stimulus-Organism-Response (S-O-R) framework. Feedback of 411 respondents were gathered through survey by utilizing convenience and snowball sampling among young adults aged between 20 to 40 years old residing in the three major cities of Sabah, namely Kota Kinabalu, Sandakan dan Tawau. Data collected was analysed using Partial Least Squares Structural Modelling (PLS-SEM). This study utilized higher order constructs (HOC) model. Results found positive and significant relationship between financing stimuli (S) and perceived affordability (O), cognitive stimuli (S) and subjective knowledge (O), and property stimuli (S) and perceived lifestyle fit (O). In addition, positive and significant relationships were also found between subjective knowledge (O) and house purchase decision (R), and between perceived lifestyle fit (O) and house purchase decision (R). As for mediation, subjective knowledge (O) was found to partially mediated the relationship between cognitive stimuli (S) and house purchase decision (R) while perceived lifestyle fit (O) was also found to partially mediated the relationship between property stimuli (S) and house purchase decision (R). Theoretically, the findings highlight the importance of S-O-R framework by including consumer psychology as mediator. The practical contributions include the importance of understanding current trend of housing consumer behaviour to develop targeted housing policy. The managerial implication highlighted the role of developer brand and house features in marketing strategy to attract consumers through lifestyle living. | |
| dc.identifier.uri | https://scholarhub.unimas.my/handle/123456789/760 | |
| dc.language.iso | English | |
| dc.publisher | Universiti Malaysia Sarawak | |
| dc.relation.ispartofseries | Faculty of Economics and Business | |
| dc.subject | Consumer complaints , Marketing | |
| dc.title | Modelling House Purchase Decisions among Young Adults in Sabah Using the Stimulus-Organism-Response (S-O-R) Framework. | |
| dc.type | PhD |