| Summary: | 碩士 === 逢甲大學 === 景觀與遊憩碩士學位學程 === 99 === Many factors affect real estate prices. Different people have different evaluations of building exterior image, may have different preferences. The scope of this study was in Taichung City. On the basis of building facades, forty photographs were randomly selected. Using survey research to understand how testers measure their evaluations, feelings and preferences by building facades. The design of questionnaire using Likert''s Scale with the Semantic Differential method, contained twenty-two adjectives items and one preference item.
The results showed that testers have a high degree of preference for the building facades with new and bright and a low degree of preference for the building facades with old, simple, dull and ugly. By using seven types of building facades image evaluations and preferences for the correlation analysis, the results are highly relevant.
According to hedonic price model, the reaserch assumed a linear regression model to observe if building properties and preference affect the real transaction price. The results of study reveal the whole image of building facades, whether beautiful or not, most likely to affect the subject''s preferences. The appearance and texture of building facades affects tester’s judgement on prices, but it has a tiny relevance to real prices. In other words, the degree of people’s preference may not be a critical factor in real world transactions.
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