永續建築居住效益對購屋選擇之影響

The Influence of the Residential Benefit of Sustainable Building on House-purchase Choice

因應國際永續建築發展與台灣倡導永續、省能源政策之下，現階段消費者對於住宅的選擇，不僅是滿足住之需求以及住宅產品本身之外，在購屋選擇上亦會考慮到住宅之附加價值，如住宅所處環境條件、採光照明、通風、噪音等居住環境品質因子等等。因此，本文應用Grace（2005）提出成本利益分析（cost-benefit analysis, CBA）應用於永續性能研究及行銷學理論，建立研究架構為：「永續建築」是否會直接影響「購屋選擇」，或亦透過中介變數住宅「居住效益」而影響消費者惠顧意願。研究結果得到，「永續建築」構面可萃取整體環境性能、操作性能、垃圾改善、環境負荷、節能設計及維護管理等六個因素；在「居住效益」則為生活品質及成本回收等因素構成；並驗證假說「永續建築對購屋選擇有正向顯著影響及永續建築對於成本效益有正向評價時，可提高購屋選擇」的部份說法。且以「生活品質」為中介變數較「成本回收」對購屋選擇之正向相關影響力高，表示消費者不只是滿足住之需求以及住宅產品本身，而在購屋選擇上會考慮到住宅的永續建築環境價值。

As international sustainable building development and sustainability and energy-saving policies are advocated in Taiwan, modern consumers not only focus on residences in which to live, but also consider added values of the residences such as environmental factors that include lighting, ventilation, noise…and so on. In this paper we use cost-benefit analysis in relation to the sustainability index model proposed by Grace K.C. Ding (2005) as well as marketing theory to specify a structural model for this study that ”is house-purchase choice affected by sustainable building or through the residential benefit variable.” The results indicate that ”sustainable building” can consist of six factors, such as integrated environmental performance, operating performance, waste reduction, environmental loading, energy saving and maintenance. ”Residential benefit” can include both quality of life and cost recovery factors. Furthermore, tests of ”house-purchase choice” are affected by sustainable building and are supported by the data and the statement that ”sustainable building will affect the house-purchase intention through the residential benefit variable,” especially the quality of life factor as an indirect variable. Therefore, this research shows that the homebuyer will not only satisfy a living demand but will also consider the additional residential benefit from sustainable building on the house-purchase choice.