消費者對休閒住宅之知覺價值與購屋意願之研究

Research on Consumers' Perceived Value and Purchase Intention to Leisure Residence

陶螢緹(Ying-Ti Tao) ； 李世昌(Shih-Chang Lee) ； 吳建臺(Chien-Tai Wu) ； 李敏蕙(Ming-Hui Li)

《休閒事業研究》 17卷4期 (2019/12) Pp. 47-57

https://doi.org/10.6746/LIR.201912_17(4).0004

摘要

本研究旨在探討消費者對休閒住宅之知覺價值及購買意願之現況與關係，採用問卷調查法共計發放400份問卷，獲得有效問卷387份。以描述性統計、單因子變異數分析、Pearson相關分析、多元逐步迴歸等統計方式進行分析。其研究結果如下：一、消費者背景變項中年齡與職業在知覺價值與購買意願上達顯著差異。二、知覺價值與購買意願達顯著之正相關。三、知覺價值對購買意願具有預測之效果，其中以「社會價值」最具預測力。本研究針對其研究結果提出相關之建議如下：提升住宅之休閒品質以增加消費者之知覺價值、創造出好的口碑及休閒生活化之目的。

關鍵字

休閒住宅 ； 知覺價值 ； 社會價值

並列摘要

The purpose of this study is to exploring the current consumer perceived value and willingness to purchase a home. This study adopted questionnaire survey and distributed 400 questionnaires with 387 valid ones collected. For descriptive statistic, one-way ANOVA, Pearson product-moment correlation, and multiple regression analysis were used to analyze those questionnaires. The study results are listed below: 1. In the variables of the age and occupation have significant difference in perceived value and willingness to buy a home. 2. The perceived value and willingness to buy a home are all significant correlation. 3. The perceived value has predictive power to willingness to buy a home, especially social value. The study also provides suggestions based on the study results are listed below: Improving the leisure quality of homes to increase the perceived value of consumers, creating a good reputation and leisure life.

並列關鍵字

Leisure residence ； Perceived value ； Social value