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題名 綠建築效益對消費者購屋意願影響之研究―以臺北都會區為例
A study on the impact of green building benefits on consumer`s willingness to buy houses-taking Taipei Metropolitan Area as an example
作者 洪琨典
Hong, Kun-Dian
貢獻者 孫振義
Sun, Chen-Yi
洪琨典
Hong, Kun-Dian
關鍵詞 綠建築效益
購屋意願
問卷調查
綠建築溢價
Green Building Benefits
Willingness To Purchase
Questionnaire Survey
Green Building Premium
日期 2023
上傳時間 1-Sep-2023 15:16:37 (UTC+8)
摘要 過往推動綠建築發展多以容積獎勵之方式吸引建商興建綠建築，然而綠建築相較於非綠建築事實上具有許多效益，代銷業者亦會針對綠建築之優勢加強行銷，因此若以房屋市場角度而言，綠建築效益才是推動綠建築發展之關鍵，因此本研究嘗試透過問卷調查之方式，分析消費者對綠建築效益之購屋意願。

本研究首先透過文獻回顧釐清綠建築相較於非綠建築所具備之效益，並將其區分為居住效益、經濟效益與環境效益等三面向，以此作為問卷設計之基礎，並在消費者行為、計畫行為理論、激勵理論等理論基礎下進行問卷研擬。考量到效益大小與價格高低皆會影響到消費者對於綠建築購屋意願之影響，且已有許多文獻證實綠建築存在溢價現象，因此在問卷中加入不同價格情境與不同效益情境，以利觀察在不同狀況下，消費者對於各綠建築效益之意願變化。

問卷分析結果顯示，消費者較為重視的效益多屬居住效益與經濟效益之面向，環境效益對於消費者之重要程度則較低。在居住效益中對消費者重要性依序為熱舒適、減少病症發生、通風、採光、隔音，在經濟效益中則以節省電費、修繕補助與優惠貸款利率較具影響力。

此外，透過成對樣本t檢定，證實綠建築效益提升時，對於消費者購屋意願皆有顯著提升，而綠建築價格上升時，則各效益對於消費者之購屋亦皆有顯著下降之現象。另藉由獨立樣本t檢定，亦證實不同消費者特徵確實在部分綠建築效益之購屋意願有著顯著差異，惟隨著綠建築價格提升時，具有顯著差異之項目愈趨減少，顯示雖然不同消費者族群可能對於綠建築效益有不同傾向，但過高的價格將會使其意願趨於無差異，而對綠建築推動產生阻礙。

根據本研究之結果可釐清各綠建築效益對於消費者之重視程度，以及不同消費者族群所重視的綠建築效益亦有所不同，可供未來基於消費者角度擬定推動綠建築發展政策之參考。
In the past, the promotion of green building development has often relied on incentivizing developers with bulk award. However, green buildings offer numerous benefits compared to conventional buildings, and real estate agents also emphasize these advantages in their marketing strategies. From a housing market perspective, the key to driving green building development lies in the benefits they provide. Therefore, this study attempts to analyze consumers` willingness to purchase green buildings through a questionnaire survey, focusing on the perceived benefits of green buildings.

The study begins with a literature review to clarify the benefits of green buildings compared to conventional buildings, categorizing them into three dimensions: residential, economic, and environmental benefits. These dimensions serve as the basis for designing the questionnaire, drawing from consumer behavior, planned behavior theory, and incentive theory. Considering that the size of benefits and price levels can influence consumers` willingness to purchase green buildings, and there is existing evidence of green building premiums, the questionnaire incorporates various price scenarios and benefit situations to observe consumers` willingness to accept different green building benefits.

The results of the questionnaire analysis indicate that consumers value residential and economic benefits more than environmental benefits. Within the residential benefits, the importance to consumers is ranked as thermal comfort, reduced incidence of illness, ventilation, lighting, and sound insulation. In terms of economic benefits, saving on electricity costs, repair subsidies, and preferential loan rates have the most significant impact on consumers` decision-making.

Furthermore, through paired sample t-tests, it is confirmed that when the benefits of green buildings increase, there is a significant increase in consumers` willingness to purchase. Conversely, when the prices of green buildings increase, all benefits show a significant decline in consumers` willingness to purchase. Additionally, independent sample t-tests reveal that different consumer characteristics do influence their willingness to accept certain green building benefits. However, as the price of green buildings rises, the number of significant differences among the benefits diminishes, suggesting that excessive pricing may neutralize the impact of different consumer preferences, hindering the promotion of green buildings.

Based on the study`s results, the significance of various green building benefits to consumers and the variations in preferences among different consumer groups can be clarified. These findings can serve as valuable references for formulating green building development policies from a consumer-oriented perspective.
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（三）其他
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描述 碩士
國立政治大學
地政學系
110257023
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110257023
資料類型 thesis
dc.contributor.advisor 孫振義zh_TW
dc.contributor.advisor Sun, Chen-Yien_US
dc.contributor.author (Authors) 洪琨典zh_TW
dc.contributor.author (Authors) Hong, Kun-Dianen_US
dc.creator (作者) 洪琨典zh_TW
dc.creator (作者) Hong, Kun-Dianen_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Sep-2023 15:16:37 (UTC+8)-
dc.date.available 1-Sep-2023 15:16:37 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2023 15:16:37 (UTC+8)-
dc.identifier (Other Identifiers) G0110257023en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146997-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 地政學系zh_TW
dc.description (描述) 110257023zh_TW
dc.description.abstract (摘要) 過往推動綠建築發展多以容積獎勵之方式吸引建商興建綠建築，然而綠建築相較於非綠建築事實上具有許多效益，代銷業者亦會針對綠建築之優勢加強行銷，因此若以房屋市場角度而言，綠建築效益才是推動綠建築發展之關鍵，因此本研究嘗試透過問卷調查之方式，分析消費者對綠建築效益之購屋意願。

本研究首先透過文獻回顧釐清綠建築相較於非綠建築所具備之效益，並將其區分為居住效益、經濟效益與環境效益等三面向，以此作為問卷設計之基礎，並在消費者行為、計畫行為理論、激勵理論等理論基礎下進行問卷研擬。考量到效益大小與價格高低皆會影響到消費者對於綠建築購屋意願之影響，且已有許多文獻證實綠建築存在溢價現象，因此在問卷中加入不同價格情境與不同效益情境，以利觀察在不同狀況下，消費者對於各綠建築效益之意願變化。

問卷分析結果顯示，消費者較為重視的效益多屬居住效益與經濟效益之面向，環境效益對於消費者之重要程度則較低。在居住效益中對消費者重要性依序為熱舒適、減少病症發生、通風、採光、隔音，在經濟效益中則以節省電費、修繕補助與優惠貸款利率較具影響力。

此外，透過成對樣本t檢定，證實綠建築效益提升時，對於消費者購屋意願皆有顯著提升，而綠建築價格上升時，則各效益對於消費者之購屋亦皆有顯著下降之現象。另藉由獨立樣本t檢定，亦證實不同消費者特徵確實在部分綠建築效益之購屋意願有著顯著差異，惟隨著綠建築價格提升時，具有顯著差異之項目愈趨減少，顯示雖然不同消費者族群可能對於綠建築效益有不同傾向，但過高的價格將會使其意願趨於無差異，而對綠建築推動產生阻礙。

根據本研究之結果可釐清各綠建築效益對於消費者之重視程度，以及不同消費者族群所重視的綠建築效益亦有所不同，可供未來基於消費者角度擬定推動綠建築發展政策之參考。		zh_TW
dc.description.abstract (摘要) In the past, the promotion of green building development has often relied on incentivizing developers with bulk award. However, green buildings offer numerous benefits compared to conventional buildings, and real estate agents also emphasize these advantages in their marketing strategies. From a housing market perspective, the key to driving green building development lies in the benefits they provide. Therefore, this study attempts to analyze consumers` willingness to purchase green buildings through a questionnaire survey, focusing on the perceived benefits of green buildings.

The study begins with a literature review to clarify the benefits of green buildings compared to conventional buildings, categorizing them into three dimensions: residential, economic, and environmental benefits. These dimensions serve as the basis for designing the questionnaire, drawing from consumer behavior, planned behavior theory, and incentive theory. Considering that the size of benefits and price levels can influence consumers` willingness to purchase green buildings, and there is existing evidence of green building premiums, the questionnaire incorporates various price scenarios and benefit situations to observe consumers` willingness to accept different green building benefits.

The results of the questionnaire analysis indicate that consumers value residential and economic benefits more than environmental benefits. Within the residential benefits, the importance to consumers is ranked as thermal comfort, reduced incidence of illness, ventilation, lighting, and sound insulation. In terms of economic benefits, saving on electricity costs, repair subsidies, and preferential loan rates have the most significant impact on consumers` decision-making.

Furthermore, through paired sample t-tests, it is confirmed that when the benefits of green buildings increase, there is a significant increase in consumers` willingness to purchase. Conversely, when the prices of green buildings increase, all benefits show a significant decline in consumers` willingness to purchase. Additionally, independent sample t-tests reveal that different consumer characteristics do influence their willingness to accept certain green building benefits. However, as the price of green buildings rises, the number of significant differences among the benefits diminishes, suggesting that excessive pricing may neutralize the impact of different consumer preferences, hindering the promotion of green buildings.

Based on the study`s results, the significance of various green building benefits to consumers and the variations in preferences among different consumer groups can be clarified. These findings can serve as valuable references for formulating green building development policies from a consumer-oriented perspective.		en_US
dc.description.tableofcontents 目錄 I
圖目錄 II
表目錄 III
第一章　緒論 1-1
第一節 研究動機與目的 1-1
第二節 研究範圍與研究內容 1-5
第三節 研究方法與研究流程 1-7
第二章　文獻回顧與理論基礎 2-1
第一節 綠建築發展與評估指標系統 2-1
第二節 綠建築效益與購屋意願 2-14
第三節 行為理論與激勵理論 2-30
第三章　研究設計 3-1
第一節 研究架構 3-1
第二節 問卷調查計畫 3-3
第三節 問卷內容設計 3-5
第四章　問卷調查分析 4-1
第一節 信度分析與敘述性統計 4-1
第二節 不同消費者特徵之購買意願差異 4-14
第三節 不同效益層級與不同價格情境購屋意願比較 4-56
第五章　結論與建議 5-1
第一節 結論 5-1
第二節 建議 5-5
參考文獻 參-1
附錄一 綠建築效益對消費者購屋意願影響之問卷 附-1
附錄二 環境意識對購屋意願單因子變異數分析POST HOC檢定表 附-9		zh_TW
dc.format.extent 12078088 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110257023en_US
dc.subject (關鍵詞) 綠建築效益zh_TW
dc.subject (關鍵詞) 購屋意願zh_TW
dc.subject (關鍵詞) 問卷調查zh_TW
dc.subject (關鍵詞) 綠建築溢價zh_TW
dc.subject (關鍵詞) Green Building Benefitsen_US
dc.subject (關鍵詞) Willingness To Purchaseen_US
dc.subject (關鍵詞) Questionnaire Surveyen_US
dc.subject (關鍵詞) Green Building Premiumen_US
dc.title (題名) 綠建築效益對消費者購屋意願影響之研究―以臺北都會區為例zh_TW
dc.title (題名) A study on the impact of green building benefits on consumer`s willingness to buy houses-taking Taipei Metropolitan Area as an exampleen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻

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（二）期刊論文
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（三）碩、博士論文
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（四）其他
王婉芝、柯文立、李明賢、陳文洲，2020，「綠建築、綠建材及智慧建築標章資訊揭露」，內政部建築研究所研究計畫成果報告。
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孫振義，2022，「結合大數據分析綠建築標章建築房產價值之研究」，內政部建築研究所研究計畫成果報告。
張世典，1999，「綠建築與永續發展」，兩岸人口、資源與永續社會發展學術研討會論文集。
廖慧燕、鄭政利，2014，「綠建築標章制度下之節水成效調查與驗證研究」，內政部建築研究所計畫成果報告。

（五）網路資料
第一銀行，2022，ESG綠色消費性貸款，檢索日期：2022.11.25。
https://www.firstbank.com.tw/sites/fcb/1565690443047
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https://www.esunbank.com.tw/bank/personal/loan/other/green-building
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https://www.sc.com/tw/mortgages/green-mortgage/
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https://www.tbb.com.tw/-194
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https://www.feib.com.tw/upload/ML/event/11108GML/index.html

二、外文文獻

（一）專書
Blackwell, R. D. , Engel, J. F. and Miniard, P. W., 2005, Consumer behavior , 10th ed. South-Western College Pub.
Demby, E, 1974, Psychographics and From Where It Comes：in Lifestyle and Psychographics, William D. Wells ed., Chicago, AMA.
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Hoyer, W. D., MacInnis, D. J., and Pieters, R., 2012, Consumer behavior, Cengage Learning.
Kats, G. , 2003, Green building costs and financial benefits., Boston, MA: Massachusetts Technology Collaborative.
Kibert, C. J., 2008, Sustainable Construction: Green Building Design and Delivery, Hoboken, New Jersey: John Wiley and Sons.
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Schiffman, L. G. and Kanuk, L. F., 1991, Consumer Behavior, 4th ed., New Jersey, Prentice-Hall.
United Nations Environment Programme (UNEP), 2021, 2021 Global Status Report for Buildings and Construction, Kenya: UNEP.
Yudelson J., 2008, The Green Building Revolution, Island Press.

（二）期刊論文
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（三）其他
BREEAM，2022，The Value Of BREEAM，檢索日期：2022年11月24日。https://www.breeam.com/ 。
U.S. Green Building Council，2021，LEED rating system，檢索日期：2022年11月24日。https://www.usgbc.org/leed。		zh_TW