遊憩體驗對休閒住宅購買意願之影響－以臺南市為例

A Study of the influence of recreation experience on purchase infiution of leisure housing- An example of Tainan City

戴千翔(CHIEN-Hsiang Tai)

指導教授 ： 紀雲曜

長榮大學/管理學院/土地管理與開發研究所(在職專班)/碩士(2016年)

摘要

目前台灣房市處於低迷的時期，休閒住宅有別於一般住宅，它除了滿足購屋者住的需求也可以滿足休閒的需求，對於現今工作壓力大的國人具有一定的吸引力。本研究透過休閒住宅之認知及休閒遊憩經驗之認知調查為主要構面，探究臺南市市民眾對於休閒住宅之需求、考慮購買的因素及購買意願之影響程度。本研究主要方法為以文獻回顧進行居民休閒遊憩經驗與休閒住宅認知、態度與購買意願之問項，再進行專家效度問卷調查，以修正及確定本研究居民問卷，最後進行居民問卷調查，以統計方法及結構方程模式，進行資料分析，探討休閒遊憩經驗及休閒住宅認知對態度與購買意願之影響。
本研究調查臺南市市居民對休閒住宅的認知與態度，利用滾雪球問卷調查法，總計發放450份問卷，回收260份有效問卷。受訪者以女性為主已婚，年齡集中於36歲至50之間，家庭結構為夫婦兩人有子女的小家庭居多，其受訪者平均月收入以月平均4萬至五萬元為主有一次的購屋經驗，其購屋的目的主要以自住、投資及給予家人較佳的生活環境為主。本研究修正後結構方程模式，通過模式統計檢定，顯示受訪者資料契合本文修正模式。本文修正模式顯示受訪者對於「休閒住宅認知」影響購買需求（總效果值0.832）最多；其次為「購買意願」（總效果值0.548）。而受訪者對於 「休閒遊憩體驗」影響「購買意願」（總效果值均為0.461）最多；其次對於「購買需求」（總效果值0.435），對於「休閒住宅認知」（總效果值0.373）。經由受訪者的問卷資料分析結果，證實休閒遊憩經驗對於購買休閒住宅之意願存在明顯的影響程度的假設；受訪者希望休閒住宅可以適合退休生活、助於小孩成長及更能促進健康。本研究結果可供休閒住宅相關實務之參考。

關鍵字

休閒遊憩經驗 ； 休閒住宅 ； 購買意願 ； 結構方程式

並列摘要

At present, Taiwan in the housing market downturn, residential and leisure unlike ordinary residence, which in addition to meeting the needs of homebuyers live also meet the leisure needs of the people nowadays work pressure, has a certain appeal. Through this study, the cognitive perception survey on residential and leisure recreation experience as the main facets, Tainan City, people explore the demand for residential and leisure, purchase and purchase considerations impact the willingness. This study method to literature review conducted inhabitants recreation experience and leisure residential cognitive asked term attitudes and purchase intention of further expert validity of the questionnaire, to correct and determine the present study population questionnaire, and finally resident surveys to statistical methods and structural equation modeling, data analysis, investigate the effect of recreation and leisure residential experience awareness of attitudes and purchase intention.
This study investigated the Tainan City Residents' Perception and Attitude leisure residential use snowball questionnaire, distributed a total of 450 questionnaires, 260 valid questionnaires. Married respondents were predominantly female, aged between 36 years to focus on the 50, the family structure of the couple mostly small families with children, whose average monthly income of the respondents to the monthly average of 40,000 to 50,000 yuan once the main experience of home purchase, home purchase its main purpose of their own homes, investment and give his family a better living environment based. Equation model after modifying structure of this study, by statistical test mode, data is displayed respondents fit this article correction mode. This paper correction mode display impact respondents' awareness of residential and leisure "later demand (total effect value 0.832) maximum; followed by" buying intention "(total effect value 0.548). The respondents for "recreation experience" influence "purchase intention" (total effect values are 0.461) Up; secondly for 'buying needs "(total effect value 0.435), for" cognitive leisure Residential "(total effect value 0.373). Respondents via questionnaire data analysis, it was confirmed recreation and leisure experience for the willingness to purchase a dwelling significant degree of influence of assumptions; respondents can hope for retirement housing and leisure, helps children grow and promote better health. The result is a reference for the residential and leisure-related practices.

並列關鍵字

Leisure ； recreation experience ； leisure homes ； purchase intention ； structural equation model（SEM）

參考文獻

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