不動產住宅市場換屋成本對換屋意願影響之研究-以桃園縣為例

A Study on Relocation Intention Affected By Housing Cost of Real Estate －A Case Study of Taoyuan County

李淑貞(lee,shu chen)

指導教授 ： 郭文忠 ； 徐學忍

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

住宅是一項高涉入產品，其購屋行為牽涉相當多層面，一幢房子動輒數佰萬、仟萬，一般人一生難得有購買房子的機會，因此購屋行為出現機率寥寥可數，綜觀住宅換屋研究領域中，多偏向探討家戶及住宅屬性對家戶住宅類型、鄰里環境、住宅區位及住宅權屬選擇行為的影響，但是對於家戶換屋成本的認知與經驗、對現住房屋的滿意度與換屋意願間之相關性如何之研究則較少見。
由近年來對房地產產業的觀察，業界對於住宅消費的認知仍侷限在以「供給面」為主的發展方式，在開發方向上面臨消費者的實質需求之挑戰，本研究係第一個以換屋者知覺轉換成本角度探討住宅市場現住房屋之滿意度，對「換屋意願」造成影響的研究。將轉換成本分類為程序、財務、關係三種成分類型，其前置因子包括產品複雜度、供應商異質性、使用寬度、修正程度、替選經驗、轉換經驗等。
透過問卷蒐集資料，使用SPSS作量化的資料分析，以檢驗轉換成本各個成分與前置因子的關聯性。其中，住宅產品複雜性與房屋類型的認知兩項前置因子，均與程序轉換成本呈正相關，但與財務、及關係之轉換成本方面相關性較不顯著。現住房屋使用的廣泛度與修正程度兩項前置因子，均與關係轉換成本呈正相關，但在程序、及財務轉換成本方面相關性較不顯著。替選供應商經驗為購買本次房屋之前之搬家次數，與程序、及關係之轉換成本相關性均不高。轉換經驗為購買本次房屋之前之購屋次數，與財務轉換成本具相關性但與程序、及關係轉換成本相關性不高。另外，現住房屋之滿意度與轉換成本兩項因素和轉換意願之間，都不具備相關性。
本研究經由住宅轉換成本的研究，找出消費者接受的模式，並針對住宅的轉換意願提出具有建設性看法，提供不動產業者在制訂房地產開發策略上的建議。

關鍵字

住宅 ； 轉換成本 ； 轉換意願

並列摘要

Housing is a high valued production. A family’s decision in making a choice of housing purchasing is always a critical issue and extremely complicated. Generally, a house costs thousands of dollars. Common people rarely have a chance to buy a house of their dream. So the opportunity of purchasing a house is fewer. According to the previous housing research, there are more studies done on what family and housing attribute to influence of choosing what type of house, neighborhood environment, and the location of house. However, less studies done on relationship of the satisfaction of the incumbent house between the stay intention researches.
By observing the industry of the real estate in recent years, the perceptions of the industry to house sale is still mainly confined to the “ supply aspect”. This research is originally studied on relocation intention affected by the satisfaction of the incumbent house of consumers’ perceptions of switching cost. This research identifies three types of switching costs: procedure switching cost, financial switching cost, and relational switching cost. The research also identifies six antecedents of switching cost. They are product complexity, provider heterogeneity, breadth of use of a provider, modification of a product, alternative experience, and witching experience etc.
In order to examine the relationship of each composition of the switching cost and antecedent’s facets, the research collected the data through the questionnaire and used SPSS to do the analysis of quantity. The findings included that products complexity of the housing and perceptions of the house type are related to procedure switching cost, but unrelated to the financial and relational switching cost. The other two antecedents facets, the breadth of use of incumbent house and the modification of incumbent house, are related to relational switching cost, but unrelated to the financial and procedure switching cost. The alternative experience is the moving experience before buying the incumbent house; it is not highly related to procedure, financial and relational switching cost. Switching experience is the numbers of house purchasing before buying the incumbent house. It is related to financial switching cost, but unrelated to the procedure and relational switching cost. In addition, the satisfaction of incumbent house does not drive consumers’ intention to stay with the incumbent ones.
This research concludes the way of house sale that consumers could accept, and provide constructive suggestions of the real estate industry in making the development policy of the real estate.

並列關鍵字

House ； switching cost ； consumer intention