以層級分析法建立影響消費者購屋因素之研究

消費者購屋行為考量的因素，不論是主觀因素或客觀因素皆須要加以整合考量，本研究採用層級分析法(AHP)建立消費者購屋之因素，經由文獻收集和專家建議以建立層級結構，並歸納出消費者購買成屋之因素，包括文教就學因素、交通通勤因素、消費便利因素、休閒規劃因素和住家安全因素等五個構面及相對應的三十五項評估準則，並針對資深的建築專家與學者進行深度訪談。資料分析的結果發現影響消費者購屋決策模式的五大構面要素中，權重最重的是「住家安全因素」，其次為「休閒規劃因素」，而權重最輕的是「文教就學因素」；然而，影響消費者購屋決策之考量要素中，購屋者最重視的前五項考量因素為縣市消防局、電影院、購物中心、捷運站、中小學學區。本研究所建立的房地產需求因素，可充分了解到消費者對於房屋的選購過程中所注重的因素以及相對的重要性。因此，本研究對於建設公司規劃建案提供具體的建議，對於消費者如何購買理想的住宅，也提供明確的指引。因為房地產需求是一種相對的意涵，因此本文認為在這些要素間，需要建構交互聯結性，再根據個別構面的特性，以權重方式增強競爭的優勢。最後，本文對未來房地產需求因素指標之建構提供建議。

關鍵字

房地產需求；指標；層級分析法

並列摘要

Housing behavioral factors consumers consider , whether subjective or objective factors need to be integrated are considered, this study uses the analytic hierarchy process (AHP) to establish the factors of consumer homebuyers, through literature review and expert recommendations to establish a hierarchical structure, and concludes consumers buy into the house of factors, including cultural, educational school factors, factors commuter traffic, consumer convenience factor, leisure and home security planning factors, and other factors and five dimensions corresponding thirty five assessment criteria, and for the senior building experts and scholars to conduct indepth interviews. Data analysis found that influence consumer decision-making model homebuyers elements of five dimensions, the highest weight is ＂home safety factors＂, followed by ＂leisure planning factors＂, which is the lightest weight ＂cultural and educational school factors＂; however, consider the factors affecting consumers’ housing decisions, the top five most important are ＂considerations for homebuyers county fire stations＂, ＂movie theaters＂, ＂shopping malls＂, ＂MRT stations＂, and ＂primary and secondary school districts＂. Real estate demand factors in this study can fully understand consumers to buy houses in the process of focusing on the factors and the relative importance. Therefore, this study offers advices for the construction companies plan to build for consumers on how to buy the ideal house, but also provide clear guidance. Because the demand for real estate is a relative meaning, this paper considers all these elements demand to construct interactive association, according to the characteristics of the individual dimensions, weights of indicators can enhance their competitive advantage. Finally, this paper construct indicators of future real estate demand factors, and provide advices as well.