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題名 樓層效用對預售屋價格之影響
Impact of Floor Utility on Pricing of Presale High-Rise Buildings
作者 黃慈妮
Huang, Tzu-Ni
貢獻者 林子欽<br>江穎慧
Lin, Tzu-Chin<br>Chiang, Ying-Hui
黃慈妮
Huang, Tzu-Ni
關鍵詞 預售屋
樓層別效用比
樓層效用
特徵價格模型
不動產估價
Presale Housing
Floor Utility Ratio
Floor Effect
Hedonic Pricing Model
Real Estate Valuation
日期 2025
上傳時間 1-Sep-2025 14:35:45 (UTC+8)
摘要 本研究旨在探討預售屋市場中樓層效用對住宅大樓價格之影響，以彌補目前不動產估價實務上樓層別效用比多依主觀經驗判斷、缺乏客觀量化數據佐證的現況，並回應近年消費者偏好與市場結構的動態變化。傳統估價方式常進行定率法調整，已難以精確反映市場的區域性差異及消費者日趨理性的選擇。在實價登錄制度逐步落實與資訊透明度提升的背景下，建商定價策略與消費者行為趨於公開與理性，樓層效用已不僅是概念推估工具，更成為市場實際定價的依據。 本研究選取預售屋交易資料，旨在透過其樣本同質性高，並能即時反映市場動態的優勢，更精準地探討市場中的樓層溢價形成邏輯與趨勢，儘管估價實務上因法規限制通常不直接以預售屋案例作為比較標的，但本研究所洞察之趨勢仍可為新成屋估價提供重要參考，並促使估價師跳脫制式調整，更靈活地反應市場變化。故本研究係藉由觀察建商與消費者雙方行為模式，探討市場中的樓層溢價形成之邏輯及趨勢，以臺北市、新北市及桃園市為研究範圍，蒐集近三年預售屋交易資料，運用特徵價格模型進行實證分析，並輔以個案分析觀察個別建案之樓層價差趨勢，驗證實證結果之合理性。 研究結果顯示，樓層對房價具有顯著影響，而影響程度隨區域而異，臺北市樓層溢價率最高，反映消費者對景觀與寧適性之高度偏好；特殊樓層方面，臺北市二樓折價幅度已超越四樓，顯示傳統「四樓迷思」正逐漸弱化，而一樓則於三個縣市皆具顯著溢價效果；高樓層所帶來的景觀、隱私與高度象徵優勢，未必能持續獲得市場青睞，部分消費者反而更關注居住的便利性、安全性與逃生條件，降低了對高樓層的需求意願；分量迴歸分析結果顯示，不同價格區間的購屋者對樓層價值的重視程度有所差異，最後，個案分析則進一步驗證實證趨勢，顯示實務上不宜以單一標準進行樓層價值調整，應兼顧建案規劃與區域定位，以更貼近市場的邏輯反映樓層價差。 整體而言，本研究有助於填補估價實務中樓層效用比調整之量化缺口，亦可協助開發業者優化住宅產品定價策略，為政策制定者理解市場結構變化與行為模式提供實證基礎，同時亦有助於消費者依據自身需求與生活條件，做出更理性之樓層選擇，以促進不動產市場之公平性與透明性。
This study investigates the impact of floor utility on the pricing of presale high-rise housing in Taiwan, aiming to address the current lack of objective, quantitative data in real estate appraisal practices, where floor adjustment ratios are often determined subjectively. Traditional appraisal approaches typically adopt a fixed reference floor and apply standard rate adjustments, which no longer adequately capture regional variations or consumers’ increasingly rational preferences. Under the gradually enforced real price registration system and growing market transparency, both developer pricing strategies and consumer behaviors have become more open and data-driven. Floor utility is no longer a conceptual estimation tool but a critical factor in actual market pricing. By using presale housing transaction data—known for its high homogeneity and real-time market reflectiveness—this study provides a more precise analysis of the logic and trends underlying floor premiums. Although presale transactions are not typically used as direct comparables in formal valuation due to regulatory limitations, the observed patterns provide valuable insight into new housing valuation practices and help appraisers move beyond mechanical adjustments to better align with market realities. The empirical analysis, based on data from Taipei City, New Taipei City, and Taoyuan City over the past three years, applies a hedonic pricing model and is supplemented by case studies to validate the robustness of the findings. The results indicate that floor level has a significant impact on housing prices, with the magnitude of the effect varying by region. In Taipei City, the floor premium is the highest, reflecting a stronger preference for scenic views and environmental quality. Notably, second-floor units in Taipei exhibit larger price discounts than fourth-floor units, suggesting a diminishing influence of the traditional “fourth-floor taboo.” By contrast, ground-floor units demonstrate significant premiums across all three regions due to their accessibility and utility. However, the presumed advantages of higher floors—such as better views, privacy, and symbolic status—do not always translate into sustained market favor. Many buyers prioritize convenience, safety, and emergency access, which can reduce the desirability of very high floors. Furthermore, quantile regression reveals that buyers in different price segments value floor levels differently. Finally, case studies reinforce these empirical trends, underscoring the importance for appraisers to consider project-specific planning and local market positioning rather than relying on uniform floor adjustment standards. In conclusion, this study helps fill the gap in quantifiable adjustment references for appraisers, supports developers in optimizing pricing strategies, and provides policymakers with empirical evidence on evolving market structures and behavioral patterns. It also enables consumers to make more informed and rational floor-level decisions based on their needs and lifestyle, ultimately promoting fairness and transparency in the real estate market.
參考文獻 一、中文參考文獻 1.Yin, R. K.著、周海濤，李永賢，張蘅譯，2024，『個案研究:設計與方法』，臺北：五南出版社。 2.江穎慧、朱智揚、張金鶚，2019，「預售屋大量估價模型之建立」，『住宅學報』，28（2）：17-36。 3.余興祐，2023，「價格透明度對房價的影響:以預售屋市場為例」，國立台灣大學社會科學院經濟學系碩士論文：臺北。 4.李晓靖、贾士军、崔文君，2019，「数字偏好与住宅价格_以广州市为例」，『China Real Estate』，9：19-28。 5.吳怡雯，2010，「高級住宅樓層別價格之估算-以高雄市為例」，國立高雄科技大學金融系碩士論文：高雄。 6.周世凱，2022，「台灣各區預售屋購屋決策因素之研究」，國立臺北商業大學企業管理系（所）碩士論文：臺北。 7.林左裕、陳慧潔、蔡永利，2010，「影響住宅大樓價格因素之探討」，『評價學報』，3：13-23。 8.林怡芯、田政哲、黃苡筑，2016，「影響台中市居民對大樓型預售屋購買意願影響因素之研究」，『國立虎尾科技大學學報』，33（2）：45-5。 9.林英彥，1982，「高樓地區地價查估作業之研究」，臺北市政府研究發展考核委員會委託報告。 10.林雅瑩，2010，「大廈住宅樓層別效用比之估算-兼論屋齡對於樓層別效用比之影響」，國立臺北大學碩士論文：臺北。 11.彭建文、盧建霖，2014，「預售制度下建商銷售時機選擇之實證分析」，『都市與計畫』，41（3）：287-304。 12.游淑滿、曾明遜，2009，「預售屋代銷制度之演進及變遷」，『土地問題研究季刊』，8（1）：29-40。 13.葉志宏，2010，高級住宅樓層別價格之估算-以台中為例，國立高雄科技大學金融系碩士論文：高雄。 14.鄒欣樺、張金鶚、花敬群，2007，「建商不動產表價與議價策略之探討－景氣時機、個案區位、及建商類型分析」，『管理評論』，26（3）：47-69。 15.蔡添璧，1983，「臺北都會區建築物各樓層效用比率之調查研究」，中華民國內政部建築研究所研究報告。 16.羅元琛、李春長，2023，「四樓之污名化效果對房價之影響—傾向分數配對法與無條件分量迴歸分析」，『台灣物業管理學會2023年第十六屆物業管理研究成果發表會論文集』。   二、英文參考文獻 1.Alonso, W.,1964, Location and Land Use: Toward a General Theory of Land Rent, Harvard University Press. 2.Blaikie, N. W. H. ,1991, A Critique of the Use of Triangulation in Social Research,Quality and Quantity, 25, 115-136. 3.Chen, Y.-H., Peng, C.-W., and Yang, C.-H., 2022, Vertical Housing Price Gradient and Ground Floor Premium in Taipei City, International Real Estate Review, 25（2）, 199-216 . 4.Conroy, S., Narwold, A., a Sandy, J., 2013, The Value of a Floor: Valuing Floor Level in High‐Rise Condominiums in San Diego, International Journal of Housing Markets and Analysis, 6（2）, 197-208. 5.Koenker, R. W., & Bassett, G. W. J., 2007, Regression Quantiles, Econometrica, 46（1）, 33-50. 6.Rosen, S., 1974, Hedonic Prices and Implicit Markets: Product Differentiation in Pure Competition. Journal of Political Economy, 82（1）, 34-55. 7.Wong, S. K., Chau, K. W., Yau, Y., and Cheung, A. K. C.,2010, Property Price Gradients: the Vertical Dimension,, Journal of Housing and the Built Environment, 26（1）, 33-45. 8.Drennan, I. R., Strum, R. P., Byers, A., Buick, J. E., Lin, S., Cheskes, S., Hu, S., Morrison, L. J., & Rescu Investigators ,2016, Out-of-hospital cardiac arrest in high-rise buildings: delays to patient care and effect on survival. CMAJ : Canadian Medical Association journal = journal de l'Association medicale canadienne, 188（6）, 413–419.
描述 碩士
國立政治大學
地政學系
112257023
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112257023
資料類型 thesis
dc.contributor.advisor 林子欽<br>江穎慧zh_TW
dc.contributor.advisor Lin, Tzu-Chin<br>Chiang, Ying-Huien_US
dc.contributor.author (Authors) 黃慈妮zh_TW
dc.contributor.author (Authors) Huang, Tzu-Nien_US
dc.creator (作者) 黃慈妮zh_TW
dc.creator (作者) Huang, Tzu-Nien_US
dc.date (日期) 2025en_US
dc.date.accessioned 1-Sep-2025 14:35:45 (UTC+8)-
dc.date.available 1-Sep-2025 14:35:45 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2025 14:35:45 (UTC+8)-
dc.identifier (Other Identifiers) G0112257023en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158981-
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) 112257023zh_TW
dc.description.abstract (摘要) 本研究旨在探討預售屋市場中樓層效用對住宅大樓價格之影響，以彌補目前不動產估價實務上樓層別效用比多依主觀經驗判斷、缺乏客觀量化數據佐證的現況，並回應近年消費者偏好與市場結構的動態變化。傳統估價方式常進行定率法調整，已難以精確反映市場的區域性差異及消費者日趨理性的選擇。在實價登錄制度逐步落實與資訊透明度提升的背景下，建商定價策略與消費者行為趨於公開與理性，樓層效用已不僅是概念推估工具，更成為市場實際定價的依據。 本研究選取預售屋交易資料，旨在透過其樣本同質性高，並能即時反映市場動態的優勢，更精準地探討市場中的樓層溢價形成邏輯與趨勢，儘管估價實務上因法規限制通常不直接以預售屋案例作為比較標的，但本研究所洞察之趨勢仍可為新成屋估價提供重要參考，並促使估價師跳脫制式調整，更靈活地反應市場變化。故本研究係藉由觀察建商與消費者雙方行為模式，探討市場中的樓層溢價形成之邏輯及趨勢，以臺北市、新北市及桃園市為研究範圍，蒐集近三年預售屋交易資料，運用特徵價格模型進行實證分析，並輔以個案分析觀察個別建案之樓層價差趨勢，驗證實證結果之合理性。 研究結果顯示，樓層對房價具有顯著影響，而影響程度隨區域而異，臺北市樓層溢價率最高，反映消費者對景觀與寧適性之高度偏好；特殊樓層方面，臺北市二樓折價幅度已超越四樓，顯示傳統「四樓迷思」正逐漸弱化，而一樓則於三個縣市皆具顯著溢價效果；高樓層所帶來的景觀、隱私與高度象徵優勢，未必能持續獲得市場青睞，部分消費者反而更關注居住的便利性、安全性與逃生條件，降低了對高樓層的需求意願；分量迴歸分析結果顯示，不同價格區間的購屋者對樓層價值的重視程度有所差異，最後，個案分析則進一步驗證實證趨勢，顯示實務上不宜以單一標準進行樓層價值調整，應兼顧建案規劃與區域定位，以更貼近市場的邏輯反映樓層價差。 整體而言，本研究有助於填補估價實務中樓層效用比調整之量化缺口，亦可協助開發業者優化住宅產品定價策略，為政策制定者理解市場結構變化與行為模式提供實證基礎，同時亦有助於消費者依據自身需求與生活條件，做出更理性之樓層選擇，以促進不動產市場之公平性與透明性。zh_TW
dc.description.abstract (摘要) This study investigates the impact of floor utility on the pricing of presale high-rise housing in Taiwan, aiming to address the current lack of objective, quantitative data in real estate appraisal practices, where floor adjustment ratios are often determined subjectively. Traditional appraisal approaches typically adopt a fixed reference floor and apply standard rate adjustments, which no longer adequately capture regional variations or consumers’ increasingly rational preferences. Under the gradually enforced real price registration system and growing market transparency, both developer pricing strategies and consumer behaviors have become more open and data-driven. Floor utility is no longer a conceptual estimation tool but a critical factor in actual market pricing. By using presale housing transaction data—known for its high homogeneity and real-time market reflectiveness—this study provides a more precise analysis of the logic and trends underlying floor premiums. Although presale transactions are not typically used as direct comparables in formal valuation due to regulatory limitations, the observed patterns provide valuable insight into new housing valuation practices and help appraisers move beyond mechanical adjustments to better align with market realities. The empirical analysis, based on data from Taipei City, New Taipei City, and Taoyuan City over the past three years, applies a hedonic pricing model and is supplemented by case studies to validate the robustness of the findings. The results indicate that floor level has a significant impact on housing prices, with the magnitude of the effect varying by region. In Taipei City, the floor premium is the highest, reflecting a stronger preference for scenic views and environmental quality. Notably, second-floor units in Taipei exhibit larger price discounts than fourth-floor units, suggesting a diminishing influence of the traditional “fourth-floor taboo.” By contrast, ground-floor units demonstrate significant premiums across all three regions due to their accessibility and utility. However, the presumed advantages of higher floors—such as better views, privacy, and symbolic status—do not always translate into sustained market favor. Many buyers prioritize convenience, safety, and emergency access, which can reduce the desirability of very high floors. Furthermore, quantile regression reveals that buyers in different price segments value floor levels differently. Finally, case studies reinforce these empirical trends, underscoring the importance for appraisers to consider project-specific planning and local market positioning rather than relying on uniform floor adjustment standards. In conclusion, this study helps fill the gap in quantifiable adjustment references for appraisers, supports developers in optimizing pricing strategies, and provides policymakers with empirical evidence on evolving market structures and behavioral patterns. It also enables consumers to make more informed and rational floor-level decisions based on their needs and lifestyle, ultimately promoting fairness and transparency in the real estate market.en_US
dc.description.tableofcontents 第一章 緒 論 1 第一節 研究動機與目的 1 第二節 研究方法與內容 4 第三節 研究架構與流程 7 第二章 文獻回顧 9 第一節 台灣預售屋市場制度及特性 9 第二節 樓層別效用比概念及發展 13 第三節 小結 20 第三章 研究設計 23 第一節 研究方法 23 第二節 量化資料初步分析 29 第四章 實證結果分析 37 第一節 基本敘述統計 37 第二節 量化分析結果 52 第三節 個案分析結果 95 第五章 結論及建議 107 第一節 結論 107 第二節 建議 110 參考文獻 115zh_TW
dc.format.extent 4951711 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112257023en_US
dc.subject (關鍵詞) 預售屋zh_TW
dc.subject (關鍵詞) 樓層別效用比zh_TW
dc.subject (關鍵詞) 樓層效用zh_TW
dc.subject (關鍵詞) 特徵價格模型zh_TW
dc.subject (關鍵詞) 不動產估價zh_TW
dc.subject (關鍵詞) Presale Housingen_US
dc.subject (關鍵詞) Floor Utility Ratioen_US
dc.subject (關鍵詞) Floor Effecten_US
dc.subject (關鍵詞) Hedonic Pricing Modelen_US
dc.subject (關鍵詞) Real Estate Valuationen_US
dc.title (題名) 樓層效用對預售屋價格之影響zh_TW
dc.title (題名) Impact of Floor Utility on Pricing of Presale High-Rise Buildingsen_US
dc.type (資料類型) thesisen_US
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