| Summary: | 碩士 === 長榮大學 === 土地管理與開發學系碩士班 === 103 === In recent years, we have seen an increasingly significant sign of M shape distribution of Taiwanese household incomes. Many rich people have shown their amazing purchasing power to buy luxury mansions. Real estate developers also built a lot of luxury mansions which have become one hot product in real estate market. What are important factors for rich families in making buying decision to luxury mansions？What are the changing factors for different characteristics of homebuyers’ decision-making of buying luxury mansion? What is the tradeoff between self-lived and investment purpose for luxury mansion buyers？ This study investigates luxury mansions owners to explore their home-buying decision behaviors in Kaohsiung Museum of Fine Arts areas and using cross-analysis to know the changing factors for different characteristics of homebuyers’ decision-making. An ordered logit model is employed to analyze the effect on mansion buyers’ various self-lived levels.
It was found that most mansion buyers are likely to be self-lived owners. Most owners bought their luxury mansions for improving their living quality and preferred better landscapes, construction quality and better after-sale services. Whether if parks, green space and better neighborhood environments are located around the mansions are also important factors affecting their home-buying decisions. Homebuyers with higher incomes care more about high quality of building materials, after-sale services. Repeat homebuyers care more about landscapes, after-sale services living quality and expected increments. The results show that homebuyers who work in military services and governments care more about parks and green spaces around the neighborhood than other occupations.
The results also show that homebuyers with medical related occupations have more significant and higher self-lived levels. Homebuyers who consider improving their living quality and paying more attention on privacy have higher self-lived levels. On the contrary, homebuyers who expect to have better increment on their properties have lower self-lived levels. The results have implications to luxury mansions’ homebuyers with different purposes in making home-buying decisions, and also have implications to real estate developers regarding their marketing strategies.
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