常民住所選擇之價值觀初探―以1980年代《房屋市場月刊》為研究對象

「住所」作為生活的最基本要素之一，透過自身經濟條件及生活需求，人們會在生命的過程中不斷尋找，一個符合自身期待的住所空間。台灣戰後住宅發展，大致可以1970年代作為分界。1970年代以前，需解決的是大量移居來台的人民所產生的居住問題。而1970年代以後，面對的則是政治及經濟結構改變後，人口往都市大量聚集所產生的。因此本研究選擇1980年代，台灣在政治及經濟相對穩定的時代，作為研究範圍。回顧前人所探討的住所選擇文獻中，發現少有學者以下對上的思考模式討論人民心中的宜居之所。因此本研究所討論1980年代的常民住所選擇價值觀，是透過民間所興建之住宅來觀察民眾的購屋選擇的消費行為。並藉以民間興建為主，並以常民作為主要銷售對象的《房屋市場月刊》，作為討論當時市場住宅的研究分析及數據來源。透過此刊物在1980年代間出版的期卷中，所提及的案例及其銷售手段，作為觀察人民消費行為的基墊，且從中探討人民的住所選擇。藉由其中的「案例名稱」及「廣告標題」兩者對於案例的描述內容，作為探討市場行銷手段對於住宅特質的分類依據。其中歸納出三種主要的行銷手段，分別為住宅區位、自然價值及文化美學三類。透過此三類行銷手段，討論人民於選擇住所時所賦予的住宅生活想像。其一住宅區位，是外在環境所附加的土地區位及經濟價值，所形成的住宅利益想像。其二自然價值，是人民通過各類型接觸自然的方式，所形成由外在自然環境所影響的住宅與自然關係的想像。其三文化美學，是人民藉由住宅的風格及式樣，所形成於住宅上對於文化美學的住宅風格想像。藉著以上三者，討論於1980年代的人民而言的理想住所，以及當時社會中所體現的住所選擇價值觀。

關鍵字

《房屋市場月刊》；住宅區位；自然價值；文化美學；常民住所

並列摘要

"Residence" as one of the most basic elements of life, through their own economic conditions and life needs, people will continue to look for a place to live in line with their own expectations in the process of life. Taiwan's post-war residential development of real estate was roughly initiated in the 1970s. Before the 1970s, what needed to be solved was the housing problem caused by the large number of people who emigrated to Taiwan. After the 1970s, due to the rapid modernization and urbanization, a large number of people migrated to cities. Therefore, this study takes Taipei of the 1980s, as the research scope of this study. Through the literature review, only few scholars have discussed people's choice of residence. Therefore, this thesis discusses the factors of choosing preferent residence in the 1980s, and observes the consumption behavior of people's choices of residence through real estate market by the private sector. This research used the monthly 《Housing Living》as the major research material to discuss the value of housing at that time. Through the issues published in the 1980s, the cases mentioned in this publication serve as a basis for observing people's consumption behavior and exploring people's choice of residence.The description of cases, both "case name" and "advertisement title", as used as the basis for discussing the classification of residential characteristics by marketing methods. It summarizes three main marketing factors, namely residential location, naturalism and cultural aesthetics. The first factor is residential location, which is the imagination of residential interests and the land value attached to the external environment.The second factor is naturalism, which concerns the relationship between housing and nature formed by the external natural environment through various types of contact with nature.The third cultural aesthetics is the consumption of residential style.Through the above three, this thesis discusses the value and the ideal residence to live for folk people in the 1980s.