隨著近幾年來景氣循環的變動，加上市場供需和人口結構的改變，素有火車頭工業美譽的建築業在其經營上也備受挑戰。
住宅是一項高涉入的產品，消費者的購屋決策過程是十分複雜與難懂的，且購屋行為也牽涉相當多的層面。在影響購屋意圖中，除了消費者所偏好的住宅特徴外，品牌也成為一個備受矚目的指標；由於消費者擔心建商施工品質或未完工落跑事件發生，因此建商形象與實力更為重要，也意謂著品牌效應正在發酵中，亦說明了品牌建立的重要性；因此，媒體廣告是建築業主要的傳播工具，消費者可藉由媒體廣告得知相關資訊，並對此建商品牌形成認知與態度，以影響日後購屋意願。

　　本研究以台北市各區人口比例為基礎，採分層隨機便利抽樣方式進行。本研究共發放450份問卷，回收400份，剔除無效問卷及空白問卷，有效問卷為392份，有效回收率為87.1%。本研究利用SPSS及線性關係結構模式來驗証四大假設，其研究結果為：(1)媒體資訊所提供的資訊會影響到品牌的認知與態度；(2)媒體資訊會影響或改變消費者對住宅特徵的偏好；(3)透過媒體資訊將會影響消費者購屋的意圖；(4)品牌態度會影響日後購屋的意圖；(5)不同品牌態度對日後購屋的意願具有差異性(6)住宅特徵的偏好不會影響購屋意圖。

　　House-Construction, though honored with leading industry, recently has experienced great challenge in the circumstances of boom-and-bust in the market、demand and supply change, and population redistribution.
　
　　Housing is a high-involved product. The decision-making process of consumers is extremely complicated. The consuming behavior also includes a number of elements. In factors that affect purchase intention, brand is a distinct indicator besides house features that consumers prefer. Owning to the worry of construction quality or off-scheduled accidences, consumers tend to trust much on substantial constructors with great images. This means the Brand Effect is fermenting, and building brand name is relatively important. In house-construction industry, commercial advertisement is the main media tool. Consumers can gain information via mass media, and at the same time conceptualize their attitude toward the brand name, with following effects on consuming intention.

　　This research was conducted with stratified random sampling, based on the population proportion of every district in Taipei City. The sample size of the survey was 450 individuals with 400 responses while 8 of them were eligible. The response rate was 87.1%. This research used linear structure relationship (LISREL) to examine four hypotheses. The findings were: (1) information offered by media affected attitude and concept toward brands, (2) media affected or changed consumer’s preference toward house features, (3) media affected purchase intention,(4) brand attitudes affected purchase intention afterward, (5) different brand attitudes resulted in different purchase intention, (6) preferences on house features did not affect purchase intention.

壹、中文部份

1. 吳萬益與林清河，企業研究方法初版，華泰書局，台北，民國89年。

2. 林清山，心理與教育統計學，東華，台北，民國63年。

3. 黃俊英，多變量分析第六版，中國經濟企業研究所，台北，民國87年。

4. 許安琪，整合行銷傳播引論，學富文化，台北，民國90年6月。

5. 程炳林，二階驗證性因素分析之理論與研究，教育與心理研究，第16卷，頁23-82，民國82年。

6. 王中仁，「消費者對房屋仲介業之委託售屋服務品質研究」，國立交通大學管理科學研究所碩士論文，民國86年6月。

7. 王怡民，「消費者對於商店品牌態度與購買行為關聯之研究」，國立高雄第一科技大學行銷與流通管理所碩士論文，民國90年
6月。

8. 王熙哲，「全球資訊網之媒體特性對線上購買意圖的影響 —消費者涉入型態與知覺風險干擾效果之探討」，元智大學管理
研究所碩士論文，民87年6月。

9. 吳俊賢，「家戶住宅選擇模型及家戶競爭模型之實證比較分析」，國立成功大學都市計劃學系碩博士論文，民國90年6月。

10. 林國民，「高雄市自有住宅特徵價格之研究」，國立成功大學都巿計畫學類碩士論文，民國85年6月。

11. 翁淑貞，「臺北都會區空氣污染對住宅價格影響之研究─應用特徵價格法」，國立中興大學都市計畫研究所碩士論文，民國81年6月。

12. 康佑寧，「住宅屬性與住宅市場價格之關係研究─以臺中市為例探討」，東海大學建築(工程)研究所碩士論文，民國79年6月。

13. 張正瑜，「住宅商品化設施之研究」，國立成功大學建築學系碩士論文，民國88年6月。

14. 張桂娟，「廣告訴求與廣告媒體類型對廣告效果之影響」，中國文化大學國際企業管理研究所碩士論文，民92年6月。

15. 戚靜玟，「住宅市場區隔與購屋行為之研究」，台灣科技大學管理技術系碩士論文，民國87年6月。

16. 許東旭，「台中地區住宅市場發展趨勢之研究」，逢甲大學建築及都市計劃碩士論文，民國89年6月。

17. 章耀玲，「台南市住宅預售價格影響因素之研究」，國立成功大學統計所碩士論文，民國87年6月。

18. 彭柏錚，「都市更新社會經濟效益分析」，中華大學建築與都市計畫學系碩士論文，民國88年6月。

19. 黃守聰，「產品涉入程度、品牌權益、感性訴求廣告與購買意願關係之研究—以手機為例」，大葉大學工業關係研究所碩士論文，民92年6月。

20. 葉香麟，「品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例」，銘傳大學管理科學研究所碩士論文，民91年6月。

21. 劉秀玲，「臺北市住宅品質對住宅價格影響關係之探討」，國立中興大學都市計畫研究所碩士論文，民國81年6月。

22. 劉振誠，「住宅價格影響因素之研究─松山、大安、古亭為例」，中興大學都市計畫研究所碩士論文，民國75年6月。

23. 潘正安，「資訊類型、產品複雜程度與產品知識對資訊處理行為之影響」，中原大學企業管理研究所碩士論文，民國78年6月。

24. 蔣欣蕊，「以古典制約模式探討外語態度對廣告溝通效果之影響」，國立成功大學企業管理研究所碩士論文，民89年6月。

25. 蔡菊花，「休閒式住宅市場購屋與使用行為之研究：[地中海]與[百年大鎮]之個案探討」，中興大學都市計畫研究所碩士論文，民國86年6月。

貳、英文部份

Ⅰ、Books

1. Ajzen, I. & Fishbein, M., Understanding Attitudes & Predicting Social Behavior, NJ:Prentice-Hall, Englewood Cliffs, 1980.

2. Bentler, P. M., EQS structural equations program manual, Los Angeles: BMDP, 1992.

3. Engle, J. F., Kollat, D. T. & R. D. Blackwell, Consumer Behavior, 4th ed., Chicago：Dryden，1982.　

4. Fishbein, M. I. & Ajzen, Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley, 1975.

5. Hair, J. F., Rolph, R. E., Tatham, L. R. & W. C. Black, Multivariate Data Analysis, NJ : Prentice-Hall, 1998.

6. Joreskog K. G. & D. Sorbom., LISREL 7：A　guide to the program and application, Chicago, IL：SPSS Inc., 1988.

7. Schiffman, L. G. & L. L. Kanuk, Consumer Behavior, 5rd, Prentice-Hall, 1994.

8. Sheth, J. N., Mittal, M. &　 B. I. Newman, Consumer Behavior, Orlando: The Dryden Press, 1999.

9. Wilkie, William, Consumer Behavior, New York: John Wiley and Sons, Inc., 1986.

Ⅱ、Periodicals

10. Anderson, J. C. & D. W. Gerbing, “Structural equation modeling in practice: A review and recommend two-step approach”, Psychological Bulletin, 103, pp.411-423, 1988.

11. Arimah B. C., “An Empirical Analysis of The Demand for Housing Attributes in a Third World City”, Land Economics, pp.366-379, 1992.

12. Arjun C., “Does brand loyalty mediate Brand Equity outcomes?” , Journal of Marketing Theory and Practice, 7(2), pp.136-146, 1999.

13. Bagozzi, R. P. & Y. Yi, “On the Evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science, 16(1), pp.74-94, 1988.

14. Boyd H. W., Ray M. L. & E. C. Strong, “An Attitudinal Framework for Advertising Strategy”, Journal of Marketing, 36, April, pp.27-33, 1972.

15. Dan A., “Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences”, Journal of Consumer Research, 2000.

16. Dodds, W. B., Monroe K. B. & D. Grewal, “Effects of price, brand, and store information on buyers product evaluations”, 　Journal of Marketing research, 28 (August), pp.307-319, 1991.

17. Farquhar, P. H., “Managing Brand Equity”, Journal of Advertising Research, Aug/Sept, pp.7-12, 1990.

18. Follain, J. & E. Jimenez, “Estimating the Housing Demand for Housing Characteristics: A Survey and Critique”, Regional Science and Urban Economic 15, pp.77-107, 1985.

19. Gorn, G. J., “Behavioral Evidence of the Effects of Televised Food Messages on Children”, Journal of Consumer Research, September, pp.200-205, 1982

20. Hite D., “Information & Bargaining in Markets Environmental Quality”, Land Economics, Volume：74, pp.303-316, 1998.

21. Hoffman & Novak, “Marketing in hypermedia computer- mediated environments: conceptual foundations”, Journal of Marketing, 60, pp.50-68, 1996.

22. King T. A., “The Demand for Housing: A Lancastrian Approach”, Southern Economic Journal, 3, pp.1077-1087, 1976.

23. Lavidge, R. J., & G. A. Steiner,　“A Model For Predictive Measurements of Advertising Effectiveness,” Journal of Marketing, pp.59–62, 1961

24. Lutz, R., “Quality is as Quality Does：An Attitude Perspective on Consumer Quality Judgment”, presentation to Marketing Science Institute Trustees’ Meeting, Cambridge, MA, 1985.

25. Mackenzie, S. B., “The Role of Attention in Mediating the Effect of Advertising on Attribute Importance,” Journal of Consumer Research, 13, pp.174-195, 1986.

26. Marsh, H. W. & D. Hocevar, “The application of confirmatory factor analysis to the study of self-concept: First and higher order factor structures and their invariance across age groups”, Psychological Bulletin, 97
(3), pp.562-582, 1985.

27. Marsh, H. W., Balla, J. R. & R. P. McDonald, “Goodness-of-fit indexes in confirmatory factor analysis: The effect of sample size”, Psychological Bulletin, 103(3), pp.391-410, 1988.

28. McMillan M. L., Bradford B. G. & D. W. Gillen, “An Extension of The Hedonic Approach for Estimating The Value of Quite”, Land Economics 39, pp.209-215, 1980.

29. Mitchell, A. A., & J. C. Olson, “Are product attributes the only mediator of advertising effects on brand attitude: A second look,”　Journal Marketing Research, 27, pp.109-219, 1981.

30. Moorman, C., Deshpande R., & G. Zaltman, “ Relationships Between Providers and Users of Marketing Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, 29 (August), pp.314-328, 1992.

31. Morwitz, V. G. & D. Schmittlein, “Using Segmentation to Improve Sales Forests Based on Purchase Intent: Which Intenders Actually Buy”, Journal of Marketing Research, 29, pp.391-405, 1992.

32. Neal, W. D., “For Most Consumers, Loyalty Isn't Attitude,” Marketing News, Apr, 10, p.7, 2000.

33. Nelson A. C., “Price Effects of Landfills on House Values”, Land Economics, pp.359-365, 1992.

34. Norton, F., “The Case Theorem and Sub optimization in Marketing Channels”, Marketing-Science, 6(3), pp.268-285, 1987.

35. Peyrot, M. & D. V. Doren, “Effect of a class action suit on consumer repurchases intentions”, The Journal of Consumer Affairs, 28, pp.361-379, 1994.

36. Pitta, D. A. & L. P. Katsanis, “Understanding Brand Equity for Successful Brand Extension”, Journal of Consumer Marketing, 12(4), pp.51-64, 1995.

37. Ravi D., ”Comparison Effects on Preference Construction”; Journal of Consumer Research, 1999.

38. Ridker, R., & J. Henning , “The Determinants of Residential Property Value with Special Reference to Air Pollution”, Review of Economic Stastist.44, pp.147-157,
1967.

39. Sengupta, J. & G. J. Fitzsimons, “The effects of analyzing reasons for brand preferences: disruption or reinforcement?”, Journal of Marketing Research, 37, pp.318-330, 2000.

40. Stull, W. J., “Community Environment, Zoning, and the Market Value of Single – Family Home”, Journal of Law and Economic, 18, pp.535-557, 1970.

41. Subhash S., Terence A. S., & S. Jeongshin, “Consumer Ethnocentrism: A Test of Antecedents and Moderators”, Journal of the Academy of Marketing Science pp.23-27, 1995.