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    Title: 購屋搜尋期間影響因素之研究
    Other Titles: Influential Factors of Home Buyers' Search Duration
    Authors: 周美伶;張金鶚
    Chou, Mei-Ling;Chang, Chin-Oh
    Keywords: 購屋搜尋期間;購屋目的;搜尋誘因;搜尋管道
    search duration;purchase purpose;search attractions;information channels
    Date: 2005-01
    Issue Date: 2008-11-18 09:54:18 (UTC+8)
    Abstract: 房屋本身具有高度異質性、昂貴性、耐久性、低重複購買頻率、消費與投資雙重性等特質,這些特質讓房屋不同一般消費性商品,也使得一般行銷研究之結果,套用在解釋購屋搜尋行為可能產生問題。但以往房屋市場之搜尋行為研究,多著重價格之搜尋,忽略房屋之高度異質性可能造成的影響。另外,房屋市場資訊並非完全公開,使用資訊管道的差異,特別是房屋市場存在以提供房屋資訊,以及撮合房屋買賣交易為主要業務內容的仲介業者,亦可能對搜尋行為造成影響。故本文之目的在於,分析購屋者購買機率與搜尋期間之關係,進而探討影響購屋者搜尋期間之因素,以及購屋者搜尋時重視之資訊,以能有效降低購屋者之搜尋成本,並提升業者與目標市場之有效溝通。 本文藉由回顧搜尋行為相關研究提出研究假說,並以存活分析法就台中市1998-2002年已購屋主要家計負責人之問卷調查資料進行實證。實證結果顯示,購屋者搜尋期間主要集中在三個月與六個月,而購屋者停止搜尋機率具有時間相依性,會隨著搜尋期間拉長而增加,而三個假說均獲得支持。首先,自住型購屋者因房屋良窳對所有家戶成員均切身相關,因此搜尋期間較投資型購屋者長。次之,房屋異於一般財貨的特性,使得購屋者在搜尋時,同時重視產品與價格,且重視程度增加將拉長搜尋期間,而時間壓力與過去購買經驗對搜尋期間影響則不顯著。最後,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。
    House is a durable good with heterogeneity, expensive and low buying frequency. Those characteristics 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, not only the price difference affect the search duration but also the product differences; 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 search duration than those who search by himself. The meaning of our search in practice is that 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 period.
    Relation: 管理評論, 24(1), 133-150
    Data Type: article
    Appears in Collections:[地政學系] 期刊論文

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