臺灣博碩士論文加值系統

先前對房地產的研究，大部份都著重在於房屋的價格，但是根據行政院主計處的調查報告，購買房屋的家庭有八成是自有住宅，而且在不動產產業上，一般民眾因為非建築專業、買賣雙方資訊不對稱、資料蒐集不易及買賣契約過於複雜等因素，導致消費者在購屋時不易做出判斷，進而在進行購買決策時，往往需要透過人際關係來取得建議。所以本研究目的在於探討消費行為中的參考群體、購買能力以及知覺風險這三大因素對於個人在自住屋購買行為上的影響，以做為個人購屋置產以及不動產產業於市場開發與行銷之參考。
本研究透過網路做問卷調查，共回收279份有效問卷，進行樣本組成分析、敘述性統計、信度分析、效度分析及迴歸分析等。研究結果發現：1、參考群體對自住客購屋意願有正向影響力。2、購買能力對自住客購屋意願有正向影響力。3、知覺風險對自住客購屋意願有負向影響力。實務建議上對房屋銷售業者而言可從三個面向著手：1、善用參考群體力量。透過廣告看板、大眾媒體及網路社群的影響力。2、降低消費者知覺風險。提供大量房屋的相關資訊，使得消費者對該房屋的銷售過程及內容有更多的了解，減少購買房屋的風險。3、增加消費者借貸金額。使得消費者可以透過較低的頭期款購買房屋，降低購買房屋的門檻。

In the real-estate sector, consumers normally have difficulty making a sound decision due to information asymmetry between the two parties and complexity of sales and purchase agreements etc. As a result, to make sound decisions in property purchases, the general public is inclined to rely on connections for advice and recommendations. Therefore, the purpose of this study is to investigate the impact of the three factors of consumption behavior on owner-occupied housing purchases: reference groups, the purchasing ability and perceived risk. It is hoped that this study can serve as a reference source for personal real estate purchase and the market development and marketing of the real estate industry.
In this study, a total of 279 valid questionnaires have been collected through an online questionnaire survey, and the sample composition analysis, reliability analysis, validity analysis and regression analysis of them have been carried out. The results show the following findings: First, reference groups have a positive influence on the purchase intention of owner-occupied housing buyers. Second, the purchasing ability has a positive influence on the owner-occupied housing buyers. Third, perceived risk has a negative influence on the purchase intention of owner-occupied housing buyers.

目錄
指導教授推薦書
口試委員會審定書
謝辭 iii
摘要 iv
Abstract v
目錄 vi
圖目錄 viii
表目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 4
1.3 研究範圍與限制 5
1.4 研究流程 6
第二章 文獻探討 8
2.1 臺灣不動產現況 8
2.2 消費者行為 9
2.3 影響消費者行為因素 17
2.4 參考群體 19
2.5 知覺風險 22
2.6 購買能力 24
2.7 小結 26
第三章 研究方法 27
3.1 研究架構 27
3.2 研究假說 28
3.3 變項的定義與衡量問項 31
3.4 抽樣設計 34
3.5 資料分析方法 35
第四章 研究結果 38
4.1 樣本結構分析 38
4.2 敘述性統計分析 41
4.3 信效度分析 43
4.4 相關分析 46
4.5 迴歸分析 46
第五章 結論與建議 50
5.1 研究發現 50
5.2 研究結論 51
5.3 實務建議 52
5.4 後續研究建議 53
參考文獻 56
附錄 問卷調查表 62

圖目錄
圖 1 1本研究流程圖 7
圖 2 1 BETTMAN的階段資訊處理模式 14
圖 3-1 研究架構圖 28

表目錄
表2-1影響消費者行為因素 17
表2-2參考群體定義 19
表3-1 參考群體之衡量題項 32
表3-2 知覺風險之衡量題項 32
表3-3購買能力之衡量題項 33
表3-4購屋意願之衡量題項 34
表3-5 相關係數強度區分表 37
表4-1 樣本結構分析表 38
表4-2 各變數敘述性統計分析 42
表4-3 各變數信度分析 44
表4-4參考群體、購買能力、知覺風險與購屋意願之相關程度 46
表4-5參考群體對自住客購屋意願之簡單迴歸分析 47
表4-6購買能力對自住客購屋意願之簡單迴歸分析 47
表4-7知覺風險對自住客購屋意願之簡單迴歸分析 48
表4-8參考群體、購買能力與知覺風險對自住客購屋意願之迴歸分析 49
表5-1假設驗證結果 50

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