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購屋搜尋行為之研究
Home Buyers\' Search Behavior in Taiwan
1.張金鶚
1.Chin-oh Chang
1.國立政治大學地政系
1.Department of Land Economics, National Chengchi University
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1.國立政治大學地政系
1.Department of Land Economics, National Chengchi University
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1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2002-08-01
A.14 計畫執行期間(訖):2003-07-31
2002-10-152002-10-30
A.16 收到日期:2003-12-22
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台中市近五年有購屋行為之家戶(1998-2002)

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C.2 聯絡日期:2003-12-24
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1.國立政治大學地政系
1.Department of Land Economics, National Chengchi University
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C.7 資料公開日期:2008-08-01
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1.搜尋管道
2.搜尋誘因
3.購屋目的
4.購屋搜尋
1.Information Channels
2.Purchase Purpose
3.Search Attractions
4.Search Behavior
房屋本身具有異質性、昂貴性、耐久性、低重複購買頻率、消費與投資雙重性等特質,這些特質使得一般行銷研究之結果,無法完全適用於解釋購屋搜尋行為。本文提出三個假說並加以檢驗,利用問卷調查方式,針對台中市1998-2002年已購屋之主要家計負責人進行調查。

實證結果顯示購屋者搜尋期間最長為六個月,且三個假說均獲得證實。自住型購屋者因房屋良窳對所有家戶成員均切身相關,因此搜尋期間較個人投資型購屋者 長;而房屋異於一般財貨的特性,使得購屋者在搜尋時,重視產品差異甚於價格差異,且時間壓力與過去購買經驗對搜尋期間影響不顯著;另外,尋求仲介協助之購 屋者,因為可供考慮物件增多,且服務費用多寡與取得物件數量無關,因此,其搜尋期間較自行搜尋者增加。

本文在實務上的意涵為,業者應多提供購屋者關於產品之外部資訊,特別是與家戶切身相關之房屋資訊,並極力避免價格戰,而仲介業者也應重新檢討目前的服務方式,以期達成協助購屋者迅速成交之企業訴求。

 The house is a durable good with heterogeneity, expensive and low buying frequency. Those characters made the housing search behavior may not be generalized from the general marketing research results. Our search tested the three hypotheses by questionnaire which investigated the person in charge family livelihood who bought house on 1998 to 2002 in Tai-chung.

The results show that the longest search duration is six months. And our three hypotheses are confirmed. First, because the house is bad or good which is important to all family members, the search duration of the people who buying house for living is longer than those who for investing. Second, the product differences of the house lead buyer search more than the price difference; in the mean while the influences of time pressure and purchase experience on search duration are not significant. Lastly, because brokers have more house selling information to choice, and there is no relation between the commission and case search, the person who use broker for home search has longer searcher duration than those who search by himself.

The meaning of our search in practice is the house seller should provide more product information to house buyer, and giving every effort to avoid price war; and the brokers should provide better services to shorter the transaction time.

D.16 完成檢誤日期:2004-09-13
D.17 預定釋出日期:2008-08-01
D.18 初次釋出日期:2008-08-01
D.19_1 最新版釋出日期:2008-08-01
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10.6141/TW-SRDA-E91050-1
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