The Effect of Attitude, Dimensions of Subjective Norm, and Perceived Behavior Control, on the Intention to Purchase Real Estate in Saudi Arabia

Factors affecting the real estate market are very crucial and of utmost importance worldwide. In previous behavioral research conducted by Al-Nahdi (2014, 2015), Al-Nahdi and Abu Hassan (2014, 2015) and Al-Nahdi et al. (2014, 2015) it was found that subjective norms was the more significant factor for Saudi housing purchasing behavior In Jeddah. This research pursues and tries to understand which particular dimension of the subjective norm has the most significant influence on Saudi purchasers’ behavior when purchasing housing. The study examines the effect of attitude, subjective norm (Spouse, Children, Parents, Friends and Reference group), and perceived behavior control on the intention to purchase real estate. A total of 300 questionnaires were distributed to respondents in Jeddah. Based on 220 questionnaires collected, the results show that there is a positively significant relationship between Attitude, Children influence, Reference group and Perceived Behavior Control toward the intention to purchase real estate, whereas the Spouse, Parents and Friends studies have not.