綠建築項目對購屋者購屋意願之影響—從建設公司角度分析之研究

A study of the impact on house purchase will on green building project selection- in construction company’s point of view

曾華濬(Hua-Chun Tseng)

指導教授 ： 李培齊

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00547

摘要

論文主要探討台灣綠建築之現況及以銷售為前提之考量下之綠建築項目選用決定過程，以及相較於購屋者對於該項目之接受程度。研究採質性研究方法，訪談多位業內富多年經驗之銷售主管及事業主，從中歸納出各個綠建築項目選用重點。
本論文之貢獻:
一、 茲就各地區之地理特性，選用符合之綠建築項目。
二、 可使用戶節省操作成本之綠建築項目，於銷售過程中是絕對
助力。
三、 以綠建築為發想，提升整體建築價值之行銷概念建立。
本論文之建議:
一、 現行綠建築標章制度建議建立建造者溝通平台，以獲取第一
線施工情形之回饋，以精進制度。
二、 建議建立綠建築使用者溝通平台，以獲取終端使用者對於各
項目之觀感回饋。

關鍵字

綠建築 ； 耐用品 ； 綠色行銷

並列摘要

Abstract:
This study focuses on the situation of green building environment in Taiwan and the consideration of the project selection of green building. In addition, this study also investigate the acceptance of green building project selection of customer. Basing on the interview of senior managers and owner of construction company can be summed up from some green building project selection emphasis.
Contributions to this study:
1.On the geographical characteristics of the region, choose the suitable green building project
2.Those green building projects which can let users to save operating costs can be absolutely helpful.
3.The concept of green building can be amplified. The value of architectural can be promoted.
Recommendations from this paper:
The feedback system should be constructed ,so that the echo can be heared

並列關鍵字

Green building ； Durable goods ； Green marketing

參考文獻

1. 王晴禹 (2016). 台灣女性購買胸罩之評估準則:I質性研究,崇仁學報,(9), 27-44.

9. 黃亮達 (2002). 綠建築推動因素與指標評估系統應用之研究. 南華大學環境管理研究所碩士論文.

2. Laroche, M., and Barbaro-Forleo, G. (2001).”Targeting Consimers Who are Willing to Pay More for Environmentally Friendly Products,” Journal of Consumer Marketing, 18(6), 503-520.

3. McＤaniel, S. W., and Rylander,D. H. (1993).”Stratrgic Green Marketing,” Journal of Consumer Marketing, 10(3), 4-10

5. Xiao, T., and Yang, D., (2008).”Price and Service Competition of Supply Chains with Risk-Averse Retailers under Demand Uncertainty”, International Journal of Production Economics, 114(1), 187-200