消費者購屋考量關鍵因素之研究-以中部地區為例

The Study of Key Factors on Consumers’ House-Purchasing Consideration: the Case Study of Central Taiwan

蔡佩宛(Pei-Wan Tsai)

指導教授 ： 唐明曦 ； 陳建勝

朝陽科技大學/管理學院/保險金融管理系/碩士(2012年)

摘要

國內的房地產隨著社會環境的變遷、人口結構的變化，資訊科技的發達、消費者的意識抬頭以及消費者購屋日趨理性下，使得現代人對於選擇住宅的條件往往就會越嚴苛，而如何滿足消費者購買房屋的需求關鍵因素
，是值為探討之議題。
消費者購屋考量之關鍵因素實在太多了，需要加以整合，故本研究是以問卷調查方式進行初級資料的蒐集，並採次數分配的方式來進行分析樣本的結構，有了次數分配表，我們可以知道資料落在每一組的次數；而由相對次數分配表，我們可以知道資料落在每一組的比例或百分比。再行信度分析法，一般測驗信度以相關係數來表示，本研究採用Cronbach’s 係數α值來檢定各因素之衡量細項間的內部一致性。
本研究將影響消費者購屋考量之關鍵因素分類為總體環境、房屋特性
、交通便利性、購屋負擔能力、建商信譽五大構面，為了避免遺漏每個構面中所包含的許多變數以及建構效度，所以對每個構面執行因素分析，資料分析的結果發現影響消費者購屋考量之關鍵因素的五大構面要素中，權重最重為「總體環境」，次之為「房屋特性」，「交通便利性」，「建商信譽」，權重最輕為「購屋負擔能力」；而消費者最重視的評估前五項為「屋內的通風、採光」，「鄰里的治安、寧靜」，「有自用的停車位」，「房間的格局」，「每月的收支」，而最不重視的三項評估為「購屋國際政局」，「購屋政府行政能力」，「購屋兩岸三地的政局」。
本研究所探討與分析之消費者購屋考量之關鍵因素，可以充分了解消費者對於中部地區，在購屋的過程中所考量之關鍵因素及其相關性，依此結論，本研究有提供具體的建議。

關鍵字

消費者購屋考量 ； 關鍵性因素 ； 房地產 ； 中部地區

並列摘要

The real estate in Taiwan changes with the environment of society , construction of populations, development of information technology, and the awakening of customer consciousness, more and more people care about the conditions of dwellings. How to satisfy the customers with the key components of purchasing houses is a good issue to discuss.
Too many consumers buying houses to consider the key factors that needs to be consolidated, Therefore this research is the collection that carries on entry-level data by questionnaire, And adopt the way of number of times allotment to carry on the structure that analyzes sample, had the number of times allotment the form, We can know that the data falls in each number of times; And is Relative number of times distribution list, we can know that the data falls in each comparison or percentage. Go a letter degree analytical method again, generally test letter degree to indicate with the correlation coefficient, This research adopts Cronbach''s coefficient the α be worth to examine each factor it measure internal consistency between items.
This research will influence consumer purchase consideration of key factors is macro environment、housing characteristics、traffic convenience、housing affordability、business reputation five dimensions, In order to avoid missing in each frame contains a number of variables, and construct validity, so the factor analysis of each of the dimensions, Found influence consumers to buy houses to consider the results of the data analysis of the key factors in five dimensions of elements, and the next three are，“housing characteristics”，“traffic convenience”，“ business reputation” while the factor “housing affordability” is relatively less important. To assess consumers '' top five most important criterion is the ventilation in the room lighting, neighbourhood policing pattern of tranquility, own parking space, room, monthly income and expenditure. At the same time, buy International Council housing, purchase of government administrative capacity, purchase house councils are the least important among Taiwan''s evaluation criteria.
Institute for the discussion and analysis of the key factors in consumer purchase consideration,you can fully understand the consumers for the central region,the key factors to consider in the process of buying houses and its relevance,according to this conclusion,This research has provided specific recommendations.

並列關鍵字

Real EstateThe ； midst of Taiwan ； The Consumer housing considerations ； Critical factors

參考文獻

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