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研究生:劉景成
研究生(外文):LIU, CHING-CHENG
論文名稱:建築開發公司品牌形象與產品價格對購屋消費者決策影響之研究
論文名稱(外文):A Study on the Influence of Construction Development Company's Brand Image and Product Price on Consumer Decision-Making
指導教授:呂宗盈呂宗盈引用關係
指導教授(外文):LU, TSUNG-YING
口試委員:陳淑美黃名義
口試委員(外文):CHEN, SHU-MEIHUANG, MING-YI
口試日期:2022-07-09
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:不動產經營學系碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:99
中文關鍵詞:建築開發公司品牌形象產品價格購屋決策
外文關鍵詞:construction development company.brand imageproduct pricedecision to buy a house
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  隨著國民所得的提高和生活水準的提升,住宅的問題愈來愈受到購屋消費者重視,其購買不動產的決定因素,也從以往的地段、區域及價格考量,逐漸地將建築開發公司的品牌形象及住宅產品規劃特徵的訴求納入購屋選擇因子。本研究針對住宅供應端、建築開發公司品牌形象對產品價格是否具影響性?購屋需求端、品牌形象對顧客購屋決策是否有影響力?建築開發公司品牌形象、產品價格、購屋消費者決策因素三者間之關係?作為研究動機及目的。經本研究採用質性研究、再透過深度訪談法進行資料蒐集,並由受訪者訪談資料中顯示,建商的口碑行銷建立可以使其公司產品價格優於一般的價格,消費者得到好的不動產與服務,如有再次購屋需求時會考慮同一家品牌的產品,而在建商產品銷售上,有正向口碑的公司對消費者來說表示它的品質較優。因此,於住宅市場上消費者認同度高,銷售的速度也會相對的較快。於產品規劃上,有口碑的建商會因具有品牌形象知名度,在產品設計上會更加用心,其推出之個案產品,對購屋者消費者來說是品質的保證,更附帶有一種身分地位的象徵,也是一種優越感。於購屋決策影響因素中,各類客層(首次購屋、已購屋及換屋客層)於購屋決策時均會受品牌形象正負差異影響,而選擇口碑較佳之建商推案來承購。由此,品牌形象良好的建商個案,對承購住戶來說是品質與價格的保證,也讓購屋者買的放心,住的安心,日後房價增值更有信心。據此,本研究針對受訪者訪談實證結論資料於歸納、整理、分析後,作成研究結論與建議,以供學術界、實務界及購屋消費者參考。
  With the improvement of national income and the improvement of living standards, the issue of housing has been paid more and more attention by consumers who buy houses. The determinants of their purchase of real estate are also considered from the previous location, area and price. The appeal of image and residential product planning characteristics is included in the purchase selection factor. This study is aimed at the residential supply side and whether the brand image of the construction development company has any influence on the product price? Do the housing demand and brand image influence customers' decision to buy a house? The relationship between the brand image of construction development companies, product prices, and decision-making factors of home buyers? as research motivation and purpose. This research uses qualitative research and in-depth interviews to collect data, and the interview data shows that the establishment of word-of-mouth marketing by builders can make the price of the company's products higher than the average price, and consumers can get good real estate. As for services, if there is a need to buy a house again, products of the same brand will be considered. In the sales of builders’ products, companies with a positive reputation indicate that their quality is better for consumers. Therefore, in the residential market, consumers have a high degree of recognition, and the speed of sales will be relatively fast. In terms of product planning, well-known builders will be more attentive in product design because of their brand image awareness. The individual products they launch are a guarantee of quality for home buyers and consumers, and they also have a status symbol. , also a sense of superiority Among the factors influencing home purchase decisions, various customer groups (first-time home buyers, existing home buyers, and home exchange customers) will be affected by the positive and negative differences in brand image when making home purchase decisions, and builders with better reputation will be selected to purchase. As a result, the case of a builder with a good brand image is a guarantee of quality and price for the tenants who purchase it, and it also allows the buyer to buy with peace of mind, live in peace of mind, and have more confidence in the appreciation of house prices in the future. Accordingly, this research summarizes, organizes, and analyzes the empirical conclusions of the interviews with the interviewees, and then formulates research conclusions and recommendations for reference by the academic, practical and home buyers.
誌謝 Ⅰ
摘要 Ⅱ
Abstract Ⅲ
目錄 Ⅳ
表目錄 Ⅵ
圖目錄 Ⅶ

第一章 緒論 1
 第一節 研究背景與動機 1
 第二節 研究目的 3
 第三節 研究流程 4
第二章 文獻回顧 6
 第一節 品牌形象經營 7
 第二節 產品價格形成 13
 第三節 購屋消費者決策因素 19
 第四節 品牌形象及產品價格與購屋決策 25
第三章 研究設計 27
 第一節 研究架構 28
 第二節 研究方法 30
 第三節 訪談規劃及內容設計 33
第四章 訪談結果分析 48
 第一節 品牌形象經營分析 49
 第二節 產品價格受品牌形象影響分析 52
 第三節 購屋消費者決策分析 55
 第四節 綜合分析 58
第五章 結論與建議 62
 第一節 結論 62
 第二節 建議 65
參考文獻 67
附錄 71
 附錄一:訪談同意書 71
 附錄二:訪談紀錄 72
中文部分
一、期刊論文
朱芳妮、張金鶚、陳淑美(2008)。已購屋者及購屋搜尋者之購屋需求決策比較分析-兼論顯示性偏好及敘述性偏好之差異。都市與計畫,35(4),337-357。
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林金定、嚴嘉楓、陳美花(2005)。質性研究方法:訪談模式與實施步驟分析。身心障礙研究,3(2),122-136。
陳淑美、張金鶚(2002)。家戶遷移決策與遷移路徑選擇之研究。中華民國住宅學會住宅學報,11(1),1-22。
劉廷揚、王蓉莉、蘇政(2000)。高雄市消費者購屋決策行為之研究。中華民國住宅學會第九屆年會學術研討會論文集,住宅學報,9,123-126。
蔡尚樺、王又鵬、陳佳瑜(2009)。廠商品牌資產建立活動對品牌忠誠影響效果之研究─以品牌知識為中介變數。企業管理學報,81,85–106。

二、學位論文
毛詠洵(2010)。中小型企業品牌形象識別設計整合策略-以台商科宏化妝品公司為例。國立臺灣師範大學設計研究所碩士論文,台北市。取自:https://hdl.handle.net/11296/g7b23c
吳宜家(2011)。品牌形象與知覺價值對顧客忠誠度之影響-以高雄市吳記餅店為例。高雄應用科技大學高階經營管理研究所碩士在職專班碩士論文,高雄市。取自:https://hdl.handle.net/11296/z93kk2
馬誠謙(2014)。服務品質、品牌形象與顧客滿意度對購買意願之影響-以中部地區房仲業為例。朝陽科技大學企業管理系碩士論文,台中市。取自:https://hdl.handle.net/11296/pqcf4f
楊勝凱(2004)。媒體資訊、品牌態度與住宅偏好對購屋意圖影響之研究。國立成功大學高階管理碩士論文,台南市。取自:https://hdl.handle.net/11296/287h86
賴慧蓉(2007)。消費者購屋決策模式之建立-以臺中市透天別墅為例。朝陽科技大學碩士論文,台中市。取自:https://hdl.handle.net/11296/7utp3h
戴綺萱(2008)。品牌價值與企業價值關聯性之研究-以建築產業為例。逢甲大學會計學系碩士論文,台中市。取自:https://hdl.handle.net/11296/tz4345

三、專書
朱柔若(編譯)(2000)。社會研究方法:質化與量化取向(原作者: W. Lawrence Neuman)。台北:揚智出版社。
李瑾玲(編譯)(2005)。消費者行為(原作者:Peter and Olson)。台北:滄海出版社。
吳萬益(2005)。企業研究方法,第二版。華泰文化事業股份有限公司出版。
姜堯民(2001)。不動產投資-理論與實務。台北:新陸書局股份有限公司。
曾光華(2011)。消費者行為:洞察生活、掌握行銷。前程出版社。

外文部分
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