以聯合分析法探討學生校外套房租屋屬性偏好之研究─以國立成功大學學生為例

An Application of Conjoint Analysis to The Student Off-Campus Housing of Suite Preferences- Case of National Cheng Kung University

張文甄(Wun-Jhang, Jhen) ； 蔡燿全(Yao-Chuan, Tsai)

《商業現代化學刊》 7卷4期 (2014/10) Pp. 65-87

https://doi.org/10.6132/JCM.2014.7.4.04

摘要

本研究以聯合分析方法為主軸，探討國立成功大學學生在校外租屋套房時所最重視的屬性水準及最佳產品組合，以及利用市場區隔理論，區隔成諸多不同族群，並深入探討不同族群之下其重要屬性水準之差異。研究結果發現，全體受測者所重視的屬性偏好排序為「租金價格」、「到學校距離時間」、「設備完善」、「租屋環境」、「居住安全」以及「生活機能」共六個屬性，而最佳的產品組合為「低於$5000、房東與管理、主觀感受高於平均、步行5分鐘以內、基本傢俱與附屬設備、購物便利性」。此外，針對人口統計變量來進行市場區隔後，由此可以發現無論為何種區隔，其皆以「租金價格」最為重視，而「居住安全」及「生活機能」重要性普遍為最低。針對校園周邊的租賃業者或相關業者應思考其如何訂定合理的租金價格來吸引學生並行銷之，進而提升學生租賃意願。

關鍵字

聯合分析 ； 市場區隔 ； 校外租屋 ； 套房

並列摘要

The quantity of dormitory demanded is more than the quantity supplied by school, causing the number of off-campus housing students have progressively increased and stimulating the development of the renting market around the campus. But the quality of housing provided around the campus by the landlords is variable. So, we wish to find what students really need and to suggest the best combination of product by this research. In this study, the conjoint analysis method was used to investigate the preferences and combinations of the attributes of NCKU student off-campus housing, as well as the difference between the market segments. The result shows that ＂rent＂, ＂distance to school＂, ＂well-equipped＂, ＂the rental housing environment＂, ＂the housing security＂ and ＂living function＂ are the six essential attributes of the off-Campus Housing. The optimal combination is ＂less than NT$5,000; landlord and management, subjective perception above average, within 5 minutes on foot, basicand accessory, shopping convenience＂. In the market segments, the attribute of the rent is the most important. According to this study, the landlord could reduce the rent to attract more students. Furthermore, the result can be provided to the renting market surrounding the NCKU as reference while designing better marketing programs.

並列關鍵字

Conjoint Analysis ； Market Segmentation ； Off-Campus Housing ； Suite