A Study on Preference of Residential Estate Selections, Advertising Effect of Media, and Policy of Taiwan s Residential Estate to the Beat S

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1 Yu Da Academic Journal Vol.39, December 2014, pp 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例吳翃毅 * 譚術魁 ** 摘要國內房地產市場自從實施實價登錄制之後, 目的是希望房屋交易資訊能透明化, 買賣雙方在評估房屋售價時能有明確的依據在低利率時代中, 具有較高的投資報酬率之房地產拍定價格市場也吸引民眾的投資, 除了民眾對住宅的偏好及媒體廣告效果之外, 台灣政府的住宅政策, 也具有一定程度的影響力身處完全競爭的房地產拍定價格市場, 了解選擇物美價廉的房子以滿足民眾對住宅的投資需求是重要的議題本研究針對中區的房地產拍定價格市場進行探索, 目的係為了解住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格的影響性, 期使政府部會和相關業者對於民眾的需求, 能有參考依據且最後能夠提升整體房屋市場的水準關鍵詞 : 住宅偏好媒體廣告台灣住宅政策房地產拍定價格 * **

2 A Study on Preference of Residential Estate Selections, Advertising Effect of Media, and Policy of Taiwan s Residential Estate to the Beat Setting the Price of Estate Take the Housing Market in Central Taiwan as Sample Hung-I, Wu * Sui-Kuei, Tan ** Abstract Since the implementation of the Actual Selling Price Property Taxation in Taiwan, in the hope that the information of housing transaction can be transparent, buyers and sellers in beat setting the price of estate can have a clear basis. In the era of low interest rates, the enforced auction price of real estate has a higher rate of return on investment attracting public investment. In addition to housing preferences and advertising effect of media, the Taiwanese government's housing policy, also has a certain degree of influence force. In completely competitive beat setting the price of estate, to understand and select affordable houses to meet the public demand for residential investment is an important issue. This study explored the enforced auction price of the residential estate in central Taiwan to verify the factors that impact on the the enforced auction price of residential estate using dimensions of Preference of residential estate selections, advertising effect of media, and policy of Taiwan s residential estate. This study hopes that government ministries and related industries can refer to public needs, and finally raise the level of the overall enforced auction price of the real estate market. Keywords:Preference of residential estate selections, Advertising effect of media, Policy of Taiwan s residential estate, Beat setting the price of estate * PhD student, Department of Administrative Management, College of Public Administration of Huazhong University of Science and Technology ** Professor, Department of Administrative Management, College of Public Administration of Huazhong University of Science and Technology

3 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例壹前言 ( ) (2009) (2004)

4 (2010) (Zheng, Zhang, & Chen, 2011) 貳文獻探討一住宅偏好之定義 Varian (1987) 1. (Complete) 2. (Transitive) A BB CA 3. (Kadish, & Nutesil, 2012) (2004)

5 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例 1 McMillan et al Norton : (2010) 二媒體廣告之定義 Betty and Smith (1987)

6 Hite (1998) ( ) (indirect reference groups) 2 Kelman Betty and Smith Hoffman and Novak

7 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例 Betty and Smith (1987) (2011) 三台灣住宅政策之定義 (2000) (2011) 3 : 3 King 1976 Arimah

8 Arimah (1992) (2010) 四房地產拍定價格之定義 Rosen(1974) Rosen: , 4.5. (2013) 1.( ) 2.() 3.() 4.( _ )_

9 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例 5.( ) 4 Rosen 1974 Rosen: , Hedonic Price Theory ( ) ( ) (90 ) (91 )

10 Rosen (1974) (2013) 參研究方法一研究架構

11 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例住宅偏好媒體資訊台灣住宅政策二研究假設 : 1. (H1): 2. (H2): 3. (H3): 4. (H4): 三研究對象與實施過程 300 四操作型定義 ( )

12 ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) 五問卷設計 (2010) (2007) (2012) (2011)(2012)

13 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例 ( ) (2010) 5 5 (2010) ( ) (2007)(2012) 6 6 (2007)

14 (2007) (2007) (2012) ( ) (2011)(2012) 7 7 (2011) (2012) (2012)

15 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例 ( ) (2011)(2012) 8 8 (2011) 20% (2012) 30% (2011) 六資料分析方法 SPSS t (Descriptive Analysis) (Slater et al. 2010) (Reliability Analysis)

16 (Internal Consistency) (2005) (Reliability) (Stability) (Consistency) (Variability Error) Cronbach s Cronbach s Nunnally (1978) Cronbach s (Analysis of Variance, ANOVA) t (t-test) (Regression Analysis) P 肆資料分析 % 9 一受訪者之敘述統計結果

17 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例 9 (%) ( ) ( ) ( ) ( ) ( ) , ,001-30,000 ( ) ,001-40,000 ( ) ,001-50,000 ( ) ,

18 % ( ) % 57.5% %( ) 41.2% 36.6% 20,001-30,000 ( ) 43.1% 37.3% 二信度分析 (Item to Total) Cronbach s Cronbach =

19 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例三變異數分析 F 四獨立樣本 t 檢定 (t-test)

20 F t * * 五迴歸分析 (Regression Analysis) P : (H1): 13 t P R (H1): Durbin-Watson (H2): 14 t P R : 14 (H2): Durbin-Watson (H3):

21 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例 15 t P R (H3): Durbin-Watson (H4): (H4): 伍結論 :

22 (app)

23 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例參考文獻 1. 書籍類 2005( ): 期刊與雜誌類 International Journal of Lisrel 其他報告或論文類 ehttp://ehi.cpami.gov.tw ( ) ~

24 Arimah, B. C. An Empirical Analysis of The Demand for Housing Attributes in a ThirdWorld City, Land Economics, 1992, pp Betty, S. E., and Smith, S. M. External Search Effort: An Investigation Across Several Product Categories. Journal of Consumer Research, 14(1), 1987, pp Hite, D. Information and Bargaining in Markets Environmental Quality, Land Economics, 74, 1998, pp Hoffman, R. C., and Novak, T. P. Marketing in Hypermedia Computer-Mediated Environments: Conceptual Fundations, Journal of Marketing, 60, 1996, pp Kadish, K., and Nutesil, N. R. Valuing Vegetation in Urban Watershed. Landscape and Urban Planning, 104, 2012, pp Kelman, H. C. Identification and Internalization: Three process of Attitude Change, 2, 1958, pp King, T. A. The Demand for Housing: A Lancastrian Approach. Southern Economic Journal, 3, 1976, pp McMillan, M. L., Bradford, G. R., and Gillen, D. W. An Extension of the Hedonic Approach for Estimating the Value of Quiet, Land Economics, University of Wisconsin Press, 56(3), 1980, pp Norton, F. The Case Theorem and Sub Optimization in Marketing Channels, Marketing-Science, 6(3), 1987, pp Nunnally, J. C. Psychometric Theory. New York: McGraw-Hill, Rosen S. Hedonic Prices and Implicit Markets: Production Differention in Pure Competition, Journal of Political Economy, 82(1), 1974, pp Slater, S. F., Hult, G. T. M., and Olson, E. M. Factors Influencing the Relative Importance of Marketing Strategy

25 住宅偏好媒體廣告及台灣住宅政策對房地產拍定價格之影響因素研究 - 以中部地區為例 Creativity and Marketing Strategy Implementation Effectiveness. Industrial Marketing Management, 39, 2010, pp Varian H. R. The Arbitrage Principle in Financial Economics, The Journal of Economic Perspectives, 1(2), 1987, pp Zheng, B., Zhang, Y., and Chen, J. Preference to Home Landscape: Wildness or Neatness? Landscape and Urban Planning, 99, 2011, pp

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Oates U 2018 3 94 233030 30 20002015 F061. 5 F062. 1 A 1671-9301 2018 03-0053-11 DOI:10.13269/j.cnki.ier.2018.03.005 1 1994 2018-02-22 2018-04-26 1981 13&ZD025 1708085MG172 KJ2018A0442 2017ZD003 53 2 3 4 5 Oates