由於有土斯有財為國人根深蒂固的觀念,且不動產不但可供居住使用外,亦可以成為投資獲利的工具,所以國內的住宅自有率年年提昇。加上政府在近年對土地增值稅法的優惠措施來促進民眾購屋或換屋。但真正考慮購屋或換屋時,民眾需考慮到多種屬性,故消費者在購買房屋時,其購買房屋屬性的偏好程度,實有必要作一探討。基此動機,本研究以定性多準則評估法之排序和法和辭典法,評選影響消費者購屋考量過程中較重要之屬性;再利用聯合分析法,以消費者觀點探討購屋過程中考量屬性的偏好程度。由於購屋過程中每個人之經歷、需求、社經條件等屬性會影響購屋的選擇,故本研究發現,消費者對購屋的偏好順序為房屋格局、房屋類型、每坪價格、生活機能性以及屋齡,最偏好的組合為「每坪八萬以下、透天、四房以上、新屋、鄰近公園學校」;再透過集群分析,可將消費者分為「喜好大樓群」、「重視價格群」、「重視格局群」以及「喜好透天群」。透過本研究之分析發現不同社會經濟背景的族群(市場區隔),對於購屋屬性的偏好有所差異,此可提供不動產相關產業在研擬購屋市場行銷策略的考量依據。
Real estate is not only for residential use, but also for investment. The government provided many favorable laws of land value-added tax to encourage buying houses. There are many attributes of buying houses. Therefore, it is necessary to probe into the preferences of attributes of buying houses. This study uses the qualitative multicritera ordering methods that is ranking summation method and lexicographical ranking method, to choose attributes of buying houses. House buyer preferences are analyzed by conjoint analysis. The results find the difference of house buyer preferences from mark discrimination. It can be used for marketing strategy of real estate.