重劃區專家、自住客與投資客購屋決策研究分析: 以新竹市關埔重劃區為例

Abstract

金融海嘯後全球持續的寬鬆貨幣政策，低利的環境造成游資到處亂竄，低廉的貸款成本加上調降遺贈稅回流的台商資金，及兩岸MOU、ECFA簽訂，吸引陸資來台投資不動產，以上因素造就這幾年全台不動產榮景，房價不斷創新高。挾著公共建設利多的重劃區，如雨後春筍般冒出，建商以重大建設開發、腹地範圍廣大、街道規劃整齊完整、公園綠帶多等炒做題材，吸引投資客等競相進駐，但公共建設是否能如期完成，重劃區未來是否有符合居住條件之生活機能，買的不動產是否符合自己需要，或以投資立場來看，未來是否有增值機會，或只是建商編織的夢，往往是消費者於重劃區購屋時未能詳細評估，而買到不適合或價位高估產品。

本研究透過影響消費者於重劃區購屋決策相關文獻，蒐集整理歸納出影響消費者購屋考量之主要因素，並接受專家建議，建構出影響消費者購屋評估準則，並利用層級架構進行專家深度訪談，進行問卷內容設計，並加以定義說明影響消費者購屋考量構面之各項指標，對資深房地產代銷、房地產仲介銷售業者與銀行授信人員進行問卷調查的方式，藉由從事對消費者於重劃區購屋決策模式之建立各項目研究，以供消費者於重劃區購屋參考。

根據本研究普遍認同重劃區購屋決策模式最重要因素為交通建設，公共設施為大眾運輸系統，顯示交通建設之便利性及有無大眾運輸系統，為於重劃區購屋時最重要評估條件，及影響所購房屋能否保值的關鍵因素。

The continuous quantitative easing monetary policy after economy tsunami, low interest rate environment causes cash flows everywhere, low loan cost and the cash flow back to Taiwan after the lower down of the inheritance tax rate, the conclusion and sign of MOU and ECFA across the Straight, all the above factors contribute to the prosperity of the real estate in Taiwan and the soaring of housing price. With the benefit of public facilities in the redevelopment district, the constructors attract the real estate investors with building construction in the redevelopment district and emphasize the large area, clean and neat streets, park and green stripes in the district. But we may think: Can the public facilities complete on schedule? Can the redevelopment district fulfill the needs of the residents? Will the house appreciate in the investors’ point of view? Or is it just a dream? The consumers often do not evaluate in detail when purchasing new houses or apartments in the redevelopment district and buy an inappropriate one or the over-valued product.

This research studies the related articles about the influence of house purchasing decision of consumers, summarizes the main factors which influence the house purchasing behavior, and accepts the recommendation of experts, to build up the evaluation principals of the consumer house purchasing behavior. And utilize the AHP to interview experts and design the interview contents, also defines the criteria that influence the consumers for house purchasing. By the method of interviewing the senior real estate brokers, bank employees to establish the research items of the house purchasing decision model of the consumers in the redevelopment district which can be used as a reference the consumers.

According to this research, it is commonly considered that the transportation is the most important factor of the house purchasing decision model in redevelopment district. The most important public facility is the public transportation system. It shows the convenience of the transportation facilities and the public transportation system are the most important criteria when purchasing a house in redevelopment district and the key factor for keeping the value of the house.