| 摘要註: |
目前台灣高雄地區房地產隨著近幾年經濟發展變化,加上縣市合併等因素,房價居高不下,不動產市場蓬勃發展。就相關產業經營而言,除了供給面之掌握,消費者需求面也是一門重要的課題。因此本研究探討以消費者需求面作為核心,調查並且統計分析消費者的決策面,尤其是決策擬訂方式中之購屋考量因素選擇,亦正是本文的研究目的。 消費者在購屋考量因素之選擇實在太多元化。經由文獻的探討,本研究依循前人的腳步,一一地整合設計出適合本研究的問卷,其問卷的架構主要分為「消費者個別需求因素」與「消費者購屋考量決策之關鍵因素」。其中購屋考量因素共有五大構面,分別為「經濟效益」、「房屋特性」、「總體經濟」、「週邊環境」、及「可及性」。在回收問卷後,本研究先將蒐集完成的數據,利用SPSS統計軟體將這些數據透過描述性的統計,描繪出次數分配與百分比表,進而進行信度與效度分析,驗證受訪者填寫問卷之可信度與問項的合適度,最後利用ANOVA分析,驗證個別需求因素是否影響購屋考量因素重要性認定,最後再加以詮釋了解其意義。 最後研究的結果分為兩個方向:第一,消費者個別需求因素對消費者購屋考量因素重要性認知探討,得知需求因素以影響範圍作為排序由大至小依據為年齡、教育程度、家庭結構、同住人數、目前住宅型態、購屋目的、職業、家庭年收入、及性別。第二個從各構面來說,會影響構面重要性判斷的個別需求因素有很多,以「年齡」與「教育程度」因素影響最為明顯。 Currently, due to the economic development in recent years and factors such as the mergence with the Kaohsiung County, the real estate market is booming with soaring asset prices in Kaohsiung, Taiwan. Regarding to the management of a company in a related industry, understanding consumers' demand is at least as important as the supply. Therefore, this study focuses on the consumers' demand, with the objective of investigating their choices of consideration factors in the making of purchasing decision of a house through surveys and statistical analyses on the decision-making process. Possible consideration factors of purchasing a house are abundant. With reference to the literature, this study is able to design a questionnaire suitable for the topic. The questionnaire is structured with two parts: "factors of individual demand for consumers" and "key consideration factors of decision on purchasing a house for consumers". In the latter there are five dimensions: "economic benefit", "features of the house", "macro-economy", "vicinity", and "accessibility". After collecting all questionnaires, this study uses the statistical software "SPSS" to first compute descriptive statistics and produce tables of frequencies and percentages, then to conduct analyses on data reliability and validity, which verify the reliability of responses in questionnaires and suitableness of questions, and finally to generate ANOVA analysis and test whether an individual demand factor affects the judgment on the importance of a consideration factor of house purchasing. All results are interpreted in order to better understand their meanings to house purchasing decisions. Finally, the results of this study can be divided into two parts: First, for the relationship between individual demand factors and the consideration factors of house purchasing, we found that those demand factors can be put in descending order according to the number of consideration factors they significantly influence: age, education, family structure, number of co-habitants, current housing type, purpose of buying a house, occupation, annual family income and gender. Second, with respect to dimensions of consideration factors, many demand factors affect the judgment of importance of dimension but "age" and "education" are the most influential. |