住宅性能標章影響購買意願之研究

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Title:	住宅性能標章影響購買意願之研究 Research in Performance of Housing Label on Purchasing Intention
Authors:	孫念祖 SUN, NIEN-TSU
Contributors:	建築及都市設計學系碩士在職專班
Keywords:	住宅性能驗證標章客戶價值涉入付費意願 Performance of the house Verification Label Customer's value Involvement willing to pay
Date:	2014-05
Issue Date:	2014-10-07 17:05:45 (UTC+8)
Abstract:	住宅性能驗證標章具有消費者認知住宅品質與營建企業形象的中介功能，消費者可藉住宅性能驗證標章作為決策資訊，選擇最適宜的住宅建築與居住環境，以提升生活品質。實務上，越來越多的建商紛紛宣示取得建築性能標章，彰顯其產品價值性。在企業競爭策略中，其住宅產品驗證及管理系統驗證皆普遍被企業援引為競爭工具使用來創造價值。本研究主要以EKB 消費者行為模式為理論基礎，透過問卷調查來了解住宅性能評估制度」被消費者重視的程度，並藉由因素分析與檢定分析，探討消費者對於住宅性能驗證標章顧客價值與付費意願，針對住宅市場提出合適的行銷建議，供業界參考。研究結果顯示「住宅性能評估制度」顧客價值認知前六項，依次為：（1）「購買具有住宅性能標章的住宅產品，其品質風險，是相對減緩的，是可以接受的。」，（2）「認為擁有住宅性能標章認證的住宅，其品質服務較有高穩定度」，（3）「購買具有住宅性能標章認證的住宅，其品質服務較值得信賴。」，（4）「相較於其他產品，具有住宅性能標章的產品會增加我購買該產品的可能。」，（5）「認為具有住宅性能標章的產品，可以反映品質具有一定的保障性。」，（6）「對擁有住宅性能標章認證的建商較具信心，其服務是有形性。」。其次，消費者對於住宅擁有住宅性能評估制度的付費意願，本研究驗證（1）住宅性能標章對購屋選擇有正向顯著影響；（2）住宅性能標章涉入程度與購買意願有正向顯著相關；（3）住宅性能標章的客戶價值觀對購買意願有正向影響關係。值得注意的是，受測者經整體評估後，會相信具有「住宅性能標章」的住宅價值性較高，即使貴一點也會購買。表示為「同意」者，佔53.10%；認為「不同意」者，佔46.90%。其中，在願意購買之內同意多付費的男性佔42.86%，女性佔57.14%，而願意者則願意多支出市場售價之5%～10%。以上，本研究藉由「住宅性能標章」顧客價值認知態度的研究結果提出建議，以供住宅政策審議執行單位相關制度修訂，與業界行銷之參考。 The performance of housing label is provided with intermediary's function that made consumers understand the quality of the house and building contractor corporate image. Consumers can use performance of housing label as the decision information of purchasing house. Choose the most suitable residential housing and living environment, use to improve the quality of the life. On the practice, increasingly many building trader claims to make performance of housing label, its prominent product value. In addition, in the intersection of enterprise and competitive strategy, that house verification of products, Enterprises will usually use it to create value as the competition tool. This research mainly regards consumer's manner（EKB Model） as the theoretical foundation. Use the questionnaire to understand the intensity that consumers pay attention to the performance appraisal system of the house. Use the questionnaire to understand consumer's view on the thing that the performance of housing label. And and assay analyzing with factor analysis, Understand consumers prove to the performance of the house that marks customer's value of the chapter and willing to pay. Propose the appropriate marketing suggestion on the market of house, offer the person who builds circle to consult. The result of study reveals the first six items with cognitive value of customer of ' The performance of housing label ', Successively（1）Buying has the house which performance of housing label, the risk of its quality is slowed down.（2）There are houses where performance of housing label and authorizes ,the quality has high degree of stability.（3）There are houses where performance of housing label and authorizes ,the quality service is relatively credible.（4）Compared with other products, have products whose performance marked the chapter of house, will increase the possibility to buy.（5）There are houses where performance of housing label and authorizes ,the products quality have certain guarantee.（6）There are houses where performance of housing label and authorizes ,the service is concrete. Secondly, about willing to pay, the result of study is （1）The performance of housing label and chooses to show influence in purchasing house.（2）Involve in entering the intensity and having influence because of willing to buy. （3）The values have influence on buying the willing to pay. What merits attention is, It is accepted that the persons who visit will believe the value that have ' performance of housing label ' is relatively high after assessing wholly, will buy even if a bit more expensively. Agree, accounts for 53.10%; Disagree, accounts for 46.90%. Agree the men who pay more account for 42.86%, women account for 57.14%, but 5%- 10% of willing many expenditure room rates of persons who are willing. The above, this research puts forward the suggestion with the result of study of the cognitive attitude of customer's value, for the policy of the house to review and carry out the unit relevant system to revise, with the reference of marketing of industry.
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