以計畫行為理論探討消費者選擇修繕廠商之影響因素

Using Theory of Planned Behavior to Discover the Factors Affecting Providers’ Selection of the Remodeling Decisions

近年來，國內政府積極推動修繕補助相關政策，期望藉由實施相關政策達到都市更新景觀與機能改善的目標，顯示未來住宅將會朝向以修繕維護或都市更新方向進行。然而國內修繕產業研究大多屬於施工法與相關法規方面，但鮮少有文獻針對消費者決策過程影響因子與消費行為間的關聯性進行分析，以致難以確切的掌握消費者動向。鑑此，本研究針對消費者行為與具專業品牌連鎖修繕廠商商機之現況進行探討與分析，並透過基本資料敘述統計分析、信度分析、變異數分析、皮爾森相關分析與迴歸分析等，探討消費者決策模式與品牌間之相關性，經統計分析後所得結果如下：四成參與者選擇具品牌形象之修繕廠商時願意多付3%以上之價格，有87%消費者會偏向考慮雇請有專業品牌之連鎖廠商來進行房屋修繕，顯示品牌形象之塑造在修繕產業中仍有極大的成長與獲利空間，值得業者投入經營，其中，非營建相關產業之研究參與者對於品牌偏好相較於從事營建相關產業之參與者高；當消費者態度與知覺行為越高時修繕意圖也會明顯提升，修繕業者若能給予消費者足夠資源及決策空間，並使消費者認同有品牌之連鎖修繕廠商進行房屋修繕，即可有效提高消費者修繕意願。

In Taiwan, the self-owned residence rate has also been growing annually together with the increasing national income. The housing renovation & refurbishment industries in Taiwan and other countries have received increasing attention from researchers at home and abroad. However, there is little research on the connections between factors influencing consumers’ decision making and behaviors when choosing housing renovation & refurbishment services providers. Therefore, this study is conducted to explore the factors affecting consumers’intentions and demands for housing renovation services. In addition, a questionnaire survey was conducted with 450 questionnaires sent and totally 296 valid samples returned. This study found 87% of the subjects tend to choose services from providers with professional brands. Over half of the subjects indicate willingness to pay 1%~<5% more for services from providers with better images and more professional brands. This finding indicates there is still room of development for housing renovation & refurbishment providers with good brand images. The regression analysis results indicate that the variables of “attitudes” and “perceived behaviors” can explain consumers’ intentions.