藝術裝置導入高級住宅之價值創造

將藝術裝置導入高級住宅，作為行銷核心的趨勢正逐漸成型。本研究針對藝術裝置導入高級住宅，所能創造出的價值創造及價值特色，進行探討及建立；其次對大台北地區潛在的買家進行問卷調查，分析其對藝術裝置所創造之價值特色的同意度，以確認導入之藝術裝置的價值創造。研究結果顯示，不同類別及年齡別之調查對象，皆認同藝術裝置導入高級住宅，可創造「價值性」之價值轉換、「標誌性」之社會價值、「成就感」之心理價值及「需求性」之功能價值；而此4個價值創造之價值特色中，分別以「街廓地段價值性」、「服務標誌性」、「心理層面尊榮感」及「戶外空間需求性」的同意度最高。此外，增加高級住宅導入之藝術裝置的「標誌性」、「成就感」和「需求性」之認同度，「價值性」的認同度相對提高，尤其對「房屋價格價值性」更為明顯。

關鍵字

高級住宅；藝術裝置；價值創造；價值特色

並列摘要

A trend toward introducing art installations into high-end residences as a core element of marketing has been gradually taking shape. This study first examines and establishes the value creations and the value features that can be created by introducing art installations into high-end residences; second, potential buyers in Greater Taipei City were surveyed by questionnaire to analyze the extent of their agreement with the value features created by art installations, in order to confirm the value created by introducing art installations. The results of the study show that survey respondents in different categories and age groups agree that introducing art installations into high-end residences can create value conversion in ＂value characteristics,＂ as well as social value through ＂landmark characters,＂ psychological value through ＂sense of accomplishment,＂ and functional value through ＂ demand performance.＂ Under these four value creations, respondents agreed most strongly with value creation through ＂street profile value,＂＂landmark with service,＂＂psychological feeling of respect,＂ and ＂demand of outdoor spaces.＂ In addition, as agreement increased with respect to the aspects of ＂landmark characters,＂＂sense of accomplishment,＂ and ＂demand performance,＂ there was clearly a corresponding increase in ＂value characteristics,＂ in particular, the ＂real estate price value characteristic＂.