消費者購屋行為對生活型態影響之研究

A Study for Consumer Housing Purchase Behavior on the Influence of Lifestyle

謝祖光(Tsu-Kuang Hsieh) ； 楊植宇(Zhi-Yu Yang) ； 謝長城(Chang-Cheng Hsieh) ； 姜伯鈺(Bo-Yu Jiang)

《華岡農科學報》 28期 (2011/12) Pp. 85-109

https://doi.org/10.29985/HKJA.201112.0006

摘要

有鑑於台北市市民於多元化的生活型態之情形下，消費者的購屋行為有著密不可分之關聯性，因此，對於近年曾經發生過的金融議題，諸如次級房貸的影響而導致不動產房價的逐漸下滑，進而對大多數的建商為了拉抬低靡的購屋意願，屢次推出優惠的利多與促銷活動藉以提高消費者的購屋意願。此研究動機探討消費者購屋行為對生活型態是否具顯著性的影響與關聯性，並以台北市士林區的劍潭地區作為研究的案例；期望藉此研究探討進一步充分了解消費者購屋行為對生活型態之影響，因此，選定之研究方法為迴歸模型與路徑分析，而後再將說明研究步驟的先後順序。對於研究之步驟，分別為：首先，將透過問卷之方式來調查消費者購屋行為對生活型態之影響；其次，藉由運用SPSS統計分析軟體的迴歸模型與路徑分析進行分析與演算，並將得到之數據結果作為研究分析的依據。研究結果顯示，最具有顯著性的是受訪者對於購屋行為之影響，以居住適宜性與區位坐落遠近兩者，兩者對於生活型態是帶來正面之影響，亦表示受訪者之心理預期結果是正確的。再者，對於路徑分析，雖然最後結果帶來皆是正面影響，但仍可發現社會經濟效益、外部性因素效益、區位選擇選擇利益三者分別如何影響生活型態，或是實質效益如何直接影響。鑑往於此，消費者購屋行為對於生活型態的影響已經開始逐漸轉型，從簡單淳樸逐漸轉換成為較高品質的生活型態，因此，對於型態之要求自然提升。最後，此研究除了探討消費者購屋行為對生活型態之影響外，更加期望能夠藉由資料數據的分析與探討來提供予未來有關政府的相關單位決策之參考依據。

關鍵字

消費者購屋行為 ； 生活型態 ； 迴歸分析 ； 路徑分析

並列摘要

In view of the Taipei City citizens' lifestyle under diverse circumstances, it has a close connection in consumer housing purchase behavior issue. In recent years, the financial issues have occurred, such as subprime home mortgages which led to the gradual decline in real estate prices; In order to lift the sagging willingness of housing purchase, therefore, most of businessmen for the construction companies will launch profitable concessions and promotion activities repeated to enhance the consumers' wishes of housing purchase. The motivation of this study, therefore, is going to explore consumer housing purchase behavior on the lifestyle whether it has a significant influence and close relationship. Furthermore, this study will choose Jiantan region, ShihLin district, Taipei City as a case study; it expects that this study will further explore the full understanding of consumer housing purchase behavior on the influence of lifestyle by approaching discussions. In addition, this study method is going to select regression model and path analysis. First, this study will be through the questionnaire method to survey consumer housing purchase behavior on the influence of lifestyle. This research, furthermore, also get related data to discuss and analysis by using regression model and path analysis calculation of SPSS statistical analysis software. View of the above, the consumer housing purchase behavior on the influence of lifestyle has begun to gradually transition from a simple and unassuming gradually converted into a higher quality lifestyle. The requirement for a lifestyle has upgraded naturally. Finally, this study will not only explore the consumer housing purchase behavior on the influence of lifestyle, but also expect to be able to take the analysis and discussion to provide references to the government authorities in the future.

並列關鍵字

Consumer Housing Purchase Behavior ； Lifestyle ； Regression Analysis ； Path Analysis