奢侈稅對投資客購屋決策與房地產代銷服務業銷售模式之影響－以桃園房地產業現場銷售觀點

The Influence Of Luxury Tax On Investors’ Purchase Decision And Estate Agency Sales Model—Toyuan Area

張鳳菊(Chang-feng chu)

指導教授 ： 蔡文鈞 ； 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400584

摘要

台灣近年房地產市場成長力道強大，促使政府運用「奢侈稅」進行管控，面對「奢侈稅」造就房地產市場衍生出多種規避方式，如信託登記、預告登記、設定抵押權、對預售屋進行權利買賣、以租代售、假離婚、假買賣、假贈予。這些規避方式，對於房地產代銷業的經營模式有所影響。因此，本研究將提供投資客購屋決策的關鍵決策因素，及房地產代銷服務業選擇最適之銷售模式。
透過文獻回顧完成資料收集後，藉由「焦點團體法(focus group)」篩選重要因子，得到三大構面11項準則。針對桃園地區房地產代銷服務業專案經理人及具有五年以上資深的銷售人員，共30位專家參與填答問卷。運用決策實驗分析(DEMATEL)，得出各準則影響關聯性後，設定門檻值建立投資客購屋決策結構模型，並運用修訂DANP(a new version of DANP)法，計算出各準則的權重，最後，運用折衷排序法(VIKOR)評估房地產代銷服務業之最適銷售模式。
研究結果發現，投資客評估購屋決策的三大構面中，中心度分析以「區位環境品質」構面的總影響程度最大，原因度分析以「住宅產品屬性」的導致程度最高。因此，提升「住宅產品屬性」的構面表現，可以使得「區位環境品質」構面表現也跟著提升；所以一個好的建案，其「住宅產屬性品」如有設計感的規劃、外觀及優質的品牌，超值的價格，是可以克服「區位環境品質」負面的條件。
在購屋決策評估準則權重最高的前四項分別為「價格」、「過去經驗評價」、「自我認同」、「地段增值潛力」，對於投資客而言，要買到超值的價格，選擇具有增值潛力的好地段，必須靠過去的經驗評價與自我財力的評估。最後，針對投資客的購屋決策評估，以預售屋銷售為最合適的銷售模式。

關鍵字

購屋決策 ； 關鍵字:奢侈稅 ； 房地產代銷 ； 投資客 ； 預售屋銷售

並列摘要

The strong growth of real estate market in Taiwan in recent years has caused the government to use Luxury Tax to control the market. In order to evade paying the tax, various evading ways are created such as Trust registration, notice of registration, mortgage right, the right to pre-sale trading house, rental outlets, fake divorce, false trading, false gift, which affect the business model of the real estate agency industry. This study aims to provide investors the key factors in making house buying decision and provide the most appropriate business model for the real estate agency industry.
After data collection based on literature review, “focus groups” is applied to select important factors and three dimensions and eleven criteria are obtained. Thirty experts are involved to complete the questionnaires, who are project managers and senior agents with more than five years experiences in the real estate agency services in Taoyuan areas. DEMATEL is applied to figure out the affected connection of each criterion then threshold is established to build house buying decision model. DANP (a new version of DANP) is used to calculate the weight of each criterion. Finally, the VIKOR is used to assess the most appropriate business model for the real estate agency industry.
It is found that within the three dimensions of house buying decision for investors, the "regional environmental quality" dimension has the maximum total influence based on centrality analysis. The "residential product attributes" led to the greatest extent based on relation analysis. Therefore, when the dimension performance of "area product attributes" is upgraded, the dimension performance of "regional environment quality" will be upgraded. Therefore, a good construction project with “Residential product attributes” such as planning and exteriors with sense of design, brands with good quality and great price can overcome the negative regional environmental quality.
“Price”, “evaluation of previous experience”, "self-identity" and “house price growth potential” are four priorities to make house buying decision. For investors, to buy a house with a great price and a good location with price growth potential is relied on the evaluation of previous experience and self – financial competence. Finally, the assessment of house buying decision for investors, the pre-construction real estate sale is the most appropriate business model.

並列關鍵字

Pre-Construction Real Estate sale ； House Buying Decision ； the real estate agency ； Keywords: luxury tax ； investors

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