近年來，隨著大臺北都會區大眾運輸導向發展模式的完善及捷運宅的普及，選擇在捷運場站周邊地區購屋已成為一個熱門議題。本研究旨在探討欲購買或投資捷運站周邊住宅之購買意願，並瞭解民眾欲購買及投資該地區不動產時的行為反應及影響購買的原因。在學術研究上，行為經濟學概念日漸備受關注，其與傳統經濟學不同，強調非理性因素對決策行為或行為意圖的影響，因此，消費者在購屋前的決策過程極為複雜。
實證結果顯示，無論是自住者或投資者，在購買捷運站周邊住宅時，皆受到非理性因素的影響，且本研究證實害怕錯過在從眾行為與購買意願之間具有中介作用，於從眾行為對購買意願的影響力產生正向顯著影響，進一步觀察發現，不同購屋目的存在不同程度之干擾效果。研究結果為消費者行為研究開闢了一個新的觀點，並提供購屋者與投資者之住宅購買意願時一有效參考。
In recent years, with the improvement of the mass transit-oriented development model and the popularization of metro housing in the Greater Taipei metropolitan area, choosing to purchase homes in the vicinity of subway stations has become a hot topic. This study aims to explore the purchase intention of individuals who want to buy or invest in homes near subway stations, and understand their behavioral responses and the factors influencing their purchase decisions. In academic research, the concept of behavioral economics has gained increasing attention. It differs from traditional economics by emphasizing the influence of irrational factors on decision-making behavior or behavioral intentions. Therefore, the decision-making process of consumers before purchasing a home is highly complex.
The empirical results show that both owner-occupiers and investors are influenced by irrational factors when purchasing residential properties near MRT stations. This study confirms that the fear of missing out (FoMO) plays a mediating role between herd behavior and purchase intention, with herd behavior having a significant positive impact on purchase intention. Furthermore, it was observed that different housing purchase purposes have varying degrees of interference effects. The findings of this research provide a new perspective in consumer behavior research and offer valuable insights for homebuyers and investors in their housing purchase intentions.
