消費者選擇購買預售屋或成屋之偏好研究

台灣人民住宅自有率已達八成以上的事實，住宅之於個人不單只是一個休憩、保障安全與遮風避雨的場所，可說是重要的避風港，亦是家庭中每個成員從出生、就學、結婚、生子等成長的重要紀錄館。然隨著環境變遷與人口結構的變化，現代人對於住宅選擇的條件往往就會越嚴苛，畢竟住宅是屬於昂貴的物品，其選擇購買決策中，勢必存有相當複雜的考慮因素。因此，本文試圖討論消費者於預售屋或成屋兩種不同市場類型住宅間之偏好選擇情形。本文之目的係由消費者之觀點探討台灣北部地區民眾購屋選擇預售屋或成屋之偏好，其選擇預售屋或成屋之決策行為，同時以二元邏吉特模式實證分析消費者在選擇預售屋或成屋偏好的重要決策因素。研究結果顯示住宅房屋屬性與購屋知覺風險對消費者選擇購買預售屋或成屋具有顯著影響力，而消費者的負擔能力及業者的廣告與行銷是較無相關性的。

關鍵字

預售屋；成屋；二元邏吉特模式；住宅房屋屬性；知覺風險

並列摘要

The ownership rate of residents in Taiwan has reached more than eighty percent. In fact, the residential for an individual not only provides the safety and shelter away from disaster, but also memorizes the record from birth, education, marriage, children and other important events for each member of the family. However, with the change of environment and population structure, modern people are more stringent for residence decisions. After all, housing is kind of expensive item so there will be more complex considerations among the purchasing decisions. Therefore, this article attempts to discuss the situation about the preferences of consumers’ choose between the existing house and pre-sale housing . The purpose of this article is to investigate the decision-making behavior and the preference of home buyers in northern Taiwan how to choose the existing house or the pre-sale house, and also to testify the important factors for consumers’ preferences when selecting the house by binary Logit Model analysis. The results indicate that there are significant influences on the residential property and the perceived risk while home buyers purchase pre-sale housing or existing housing, but for affordability, advertising and marketing are less relevant.