- 學位論文
購屋者決策因素－以新北市為例
THE FACTORS OF HOUSE-PURCHASING DECISION IN NEW TAIPEI CITY
摘要
不動產在國人的傳統觀念下，不論是擁有土地或房屋，在實際及心理層面才能 有安定的感覺是智慧與財富的基礎。尤其是房產方面，隨著國內經濟進步購買力大 增，近幾年來國人購屋的需求，除了買好房子的需求，也要買好環境的房子。居住 的空間不再像過去五０年代或六０年代只有遮風避雨，而是要有安全、舒適、便利 等，因此房地產購買的評估挑選是日趨重要。 購屋是不同於一般商品買賣，它是龐大金錢支出，需要考量眾多的因素，當消 費者面對購屋決策時，尤其住宅屬性對不同的購屋者，有著不同優先順序，有不同 的重要性。在此研究以「分析層級程序法」(Analytic Hierarchy Process)利用層級結 構，使複雜的决策問題分解成多個小的問題，將相關的資訊加以評估整理，使複雜 問題變為簡單且容易的做決策，讓决策者發掘他們最適合的需求，並了解問題。 運用「分析層級程序法」，自用住宅屬性需求因素的權重分析，進一步了解購屋 者考量因素之前後優先順序，結果發現新北市購屋者最重視前五項依序為：距離工 作地點遠近、殯葬設施、購物中心遠近、大眾運輸遠近、高壓電塔變電所，本結論 可提供購屋决策者之參考，評估住宅類型之建築物及周遭環境其能符合其真正需求， 尤其是可提供建商或售屋者了解顧客需求，做為開發建案或擬定行銷策略之参考。
並列摘要
Traditionally, house-purchasing has been considered as a long-term investment against inflation and money depreciation other than a living house. However, due to the rapid development of economy and the growing demands on life quality, people have higher standards for the housing environment than before. Convenience and accessibility become more important in their decision making for house- purchasing. House-purchasing, different from various merchandises, is a big financial decision. It needs to take into account the housing substantial factors. Different buyers have different factor priorities. This study employed experts interviewing and using Analytic Hierarchy Process (AHP) to probe the important attributes or criteria for house-purchasing decisions in New Taipei City. It is found that the most important factor for house-purchasing decision in New Taipei City is proximity to workplace, followed by funeral business and funeral home、ivproximity to shopping center、proximity to public traffic network、and high-voltage tower. The findings can help house constructors or marketers understand the important factors of house-purchasing decisions in New Taipei City.