Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/29013
標題: 以度假生活型態區隔台灣潛在休閒住宅市場之研究
Segmenting Potential Market of Second Home Based on Vacational Lifestyle in Taiwan
作者: 江奇真
Chiang, Chi-Chen
關鍵字: Second Home
Second home
Leisure Housing
Vacational lifestyle
Market Segmentation
休閒住宅
度假生活型態
市場區隔
出版社: 園藝學系所
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摘要: 結合住宅與休閒的Second home之相關議題,在歐美國家已經盛行多年,且其研究多半探討Second home的功能和擁有者的購買動機,以及對鄉村地區的衝擊和影響。然而,在國內尚無Second home的相關研究。因此,本研究希望瞭解Second home在台灣的潛在市場以及國人對於購買Second home的購買動機與購買吸引力,並以度假生活型態作為市場區隔,探討各區隔市場之特性與差異,提供給業者未來推展Second home之參酌。 本研究之調查地點為高速公路國道3 號之清水服務區,實得有效問卷數為505 份。經統計分析後之研究結果顯示:依據度假生活型態可將受訪遊客分為五個群組,分別命名為:「活躍」度假型、「喜愛自然」度假型、「追求野趣」度假型、「流行享受」度假型、「悠閒家庭」度假型,其不同的度假生活型態對購買Second home可接受的價格以及購買吸引力有顯著差異。在潛在消費者之社會經濟背景部分,研究結果發現,不同度假生活型態與性別、職業、月收入、婚姻狀況有關;此外,潛在購買者購買Second home最大原因為假日度假,購買最重要的考慮因素為周遭自然環境狀況,並且會選擇鄰近田園景觀者為最多;整體而言,能接受價格為301~600萬元,造訪頻率以一個月一次為最多。 依據本研究結果,可將Second home分為五個區隔市場,每個區隔市場在人口統計變數、動機行為和購買吸引力等均有所差異。未來,休閒度假住宅銷售業者可依據本研究之五個區隔市場之特徵與差異性審慎評估,選擇適合的利基市場,研擬行銷策略;本研究的結果亦可提供給政府機關未來推廣休閒度假住宅之地點選擇參考依據
The related issues of second home, integrating housing with leisure concept, have been frequently discussed in western countries in recent years. Most of the researches have focused on the functions of second home, owners' purchase motivation, and the impact on countryside areas. On the contrary, the concept of second home has just been brought up few years ago, not many second home related researches have been done. Therefore, the major purpose of this study is to understand the potential market of second home and possible purchase motivation and attraction in Taiwan. Meanwhile, this study also tries to use vacational lifestyle variables to segment the potential market and discusses the characteristics and the differences between segments in order to provide the related business with valid information for future development. This study uses questionnaire survey as a tool to collect the required data from Ching-Sheui Service Area in Formosa Freeway. Totally, 505 valid samples were collected. After performing factor analysis and cluster analysis, using vacational lifestyle as input variables, respondents are classified into five groups, named as being active vacationist, loving nature vacationist, purchasing wild adventure vacationist, enjoying fashion vacationist, and emphasizing family leisure vacationist. The results also indicate that there are significant differences in the variables of acceptable price of buying second home and purchase attraction among these five groups. In addition, each group has a unique socio-economic profile in terms of gender, vocation, monthly income, and marital status. Furthermore, for most of the respondents, the major motivation of buying second home is for vacation on the weekend. The most important consideration factor of buying second home is the situation of surrounding natural environment, especially, whether the site of second home is adjacent to pastoral landscape or not. As to the acceptable price and visiting frequency, most of respondents feel that 3,010,000 to 6,000,000 NTD is fair enough and will visit their second home once a month. Overall to say, the study has successfully used vacational lifestyle variables to classify respondents into five segments that have significant differences in socio-demographics variables, purchase motivation and attraction. The second home related business can carefully evaluate, select the most appropriate market niche, and propose marketing strategies based upon the results shown in this study.
URI: http://hdl.handle.net/11455/29013
其他識別: U0005-2408200801355700
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