台北市高價住宅消費意向模式之研究

Consumption Intention for Taipei High-priced House

蔡姈君(Ling-Chun Tsai)

指導教授 ： 吳忠敏

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2012年)

摘要

隨著經濟發展、國民所得增加，消費者對住宅品質及社會地位欲望日益提升，尤其以高收入階層更為明顯，市場出現高價住宅(豪宅)產品；除台灣ECFA帶來經濟效應外，加上我國都市更新整合不易糾紛多，台北市可供給開發土地亦日趨飽和，土地稀有造成地價與房價不斷創新高，土地標售地價屢創新高，相對產生房價波及效應，房價不斷上演噴出行情，高價住宅(豪宅)變成為這幾年房地產主力商品，台北市高價住宅(豪宅)對房地產而言，是相當具有指標性意義的，本研究探討研究的是台北市在土地稀有下，消費者對於高價住宅的購屋意向的因素，以計劃行為理論為基礎，找出建商未來如何能更有效利用資源，降低風險。
本研究採用問卷發放進行便利抽樣，以台北市的5個銷售建案為主，共發放300份問卷，有效問卷251 份，有效問卷回收率92.9%；使用SPSS和AMOS進行分析，以釐清消費者對高價住宅之購屋意向及其影響因素。
本研究結果分析，發現影響購屋意向最大的是行為可支配性，代表消費者對於得知的資訊多寡、消費者的財務能力、建築的設施與舒適、週遭鄰里規劃及未來的投資潛力最為重要；其次才會受親友及政經媒體影響，最後才是個人擁屋態度。因此，藉由問卷調查進而更了解消費者對高價住宅的購屋意向與行為特性，希望透過本研究之研究結果，可提供建設公司或是代銷業者能在行銷策略上或顧客關係服務上作為其參考依據。

關鍵字

高價住宅 ； 消費意向 ； 計劃行為理論

並列摘要

As the economy develops and national income increases, consumers’ desire for housing quality and social status would grow stronger, high-income group in particular, and commodities such as luxury real estate would appear in the market. Due to the economic effects of ECFA on Taiwan and the difficulties and disputes brought by urban renewal project, Taipei City’s affordable land for development has also become saturated and land scarcity has caused land prices and housing prices to hit record high again and again. The sale prices of lands constantly broke new historical record, contributing to the ripple effect on housing prices. Housing prices rose higher and higher and luxury real estate became the main commodities of real estate industry. Luxury real estate in Taipei City is of indicative significance for real estate industry. What is worth exploring and discussing is that faced with land scarcity in Taipei City, how builders or developers can effectively make use of the resources to achieve high sales rate and overcome sale risks of luxury real estate.
This study adopted convenience sampling and the questionnaire was targeted at 5 cases of sale of building in Taipei City. A total of 300 questionnaires were sent and 251 questionnaires were effective with a return rate of 92.9%. This study also used the SPSS and AMOS statistical analysis to figure out consumers’ purchase intention and decision-making factors on luxury real state.
The results of this study found that the major factor influencing consumers’ purchase intention of real estate would be dominant behaviors. This means that the information available to the consumers, the financial ability of the consumers, the comfort and facilities of construction buildings, the planning of the neighbors and future investment potential are the most important concerns of the consumers. What comes next would be the influence of friends, family and political and economic media and finally would be consumer attitude of owning real states. As a result, by collecting data through questionnaires, consumers’ purchase intention and the characteristics of consumer behavior on luxury real state are better understood. The findings of this study can serve as reference basis for construction companies or affiliate companies for their marketing strategies or customer relations services.

並列關鍵字

Luxury Real Sstate ； Consumption Intention ； Theory of Planned Behavior

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