| 摘要: | 由於房屋為高涉入及價格昂貴之商品，非屬一般消費者會隨意或衝動買賣，消費者都會慎重的選擇，面對日趨高漲的房地產市場以及政府抑制房價政策、經濟與社會環境的結構變遷、少子化、老齡化問題、產業的競爭、資訊科技的發展等影響，消費者購屋考慮層面增加並有更多的選擇，而這些因素是否因而影響消費者的購屋決策，建築業者又該提供何種型態住宅及規劃設計以獲得購屋者的青睞，值得建築相關業者深入探討。
本研究運用分析網絡程序法，係透過專家訪談之結果，分析消費者購屋之影響因素間的關係，並歸納受訪者對影響因子之權重關係看法，評選影響消費者購屋關鍵因素之排序，用以進行研究探討。問卷調查計邀請二十一位專家，對象皆為建築相關業者曾參與實際案例規劃銷售並具決策之高階主管，藉由其專業知識及實務經驗以協助消費者購屋決策關鍵因素之研究分析。
研究結果發現，台北市都會區因具交通設施便利、產業完整、就業機會豐富等條件，吸引大批外地民眾湧入大台北地區，屬長期的需求支撐的區域，較不會受經濟景氣與政府打房政策所影響，經由研究證實，房屋價格、房屋規劃、房屋類型仍為台北市購屋者最為重視的考量因素，並對研究結果提供具體的建議，以提供建築業者做為興建房屋規劃設計及制定行銷策略之參考。
Since a house is a product of high involvement and high price, it is not a product that ordinary consumers will purchase randomly or impulsively. Facing with factors such as upsurging prices in real estate market, government policy on restringing house prices, structural changes in economical and social environments, trends of less chil-dren and aging population, industrial competition, and the development of information technologies, consumers have more to consider , and more choices now, before purchasing a house. It is worthwhile for architecture industry to research into how these factors affect consumers’ purchase decision, and what kinds of houses and designs should architecture industry provide to win consumers’ recognition.
This study used Analytic Network Process to analyze the relation of influential factors related to consumers’ purchase decision. Based on the results of in-depth inter-views, this study analyzed the views of interviewees on the weighted relation of influ-ential factors and sorted the order of key factors affecting consumers’ house purchase decisions. In total, 21 experts were invited to conduct the questionnaire survey. These experts were senior executives in architecture industry who had personally participated in the planning of house-sellng projects and with the decision-making authorities. Their professional expertise and practical experiences had contributed greatly to this study.
As a result of this study, it was found that the Taipei metropolitan area was a long-term demand supporting area with advantages such as convenient transportation facili-ties, complete chains of industry, and more job opportunities, which helped to attract many immigrants from other areas. It was less likely to be affected by economic pros-perity or policies intended to curb rising housing prices. From this study, it was proved that factors including prices, design, and types of houses remained the most important considerations of house purchaser in Taipei City. The result of this study could provide construction business with practical suggestions for their reference in the planning of house construction as well as in making their house sale strategies. |
