由於購屋者的尊重需求與自我實現需求逐漸被需要，因此購屋者藉由購買豪宅來表現自我與眾不同的身份地位，建立出達到凸顯自我身份地位之豪宅市場，建商考慮到豪宅高價格與獲利程度而大批投入豪宅市場，而使建商將投入轉換成獲利為本研究之目的。
本研究採用問卷調查方式得到：一為供給面的豪宅買賣關鍵成功因素，採用層級分析法(AHP)計算得供給面構面重要性排序；另一為購屋者面的豪宅買賣關鍵成功因素，採用結構方程模型(SEM)與參照單位分析(Ridit)計算得購屋者面的構面重要性排序。研究結果發現，供給面與購屋者面對豪宅買賣關鍵成功因素認知相同處有：建案構面以規格影響程度最高；規格中以高標準建造結構影響程度最高；建案品牌中建商品牌地位高影響程度最高；社區機能中24小時專業化管理影響程度最高。以價格構面而言，精華地段中精華特殊地段創造的高單價得到購屋者高度滿意；建案水準中由安全性因素建立的高單價得到購屋者高度滿意。在推廣構面，知名代銷公司中精準分析金字塔客源影響程度最高。本研究亦發現「創意結合」、「置入性行銷」、「親友介紹」、「名人入住」對購屋者而言，並非豪宅買賣高重要性影響因子。
以購屋者立場，供需雙方對於豪宅買賣成功因素影響程度上具差異排序：
一. 對非首次購屋者而言，豪宅高總價凸顯其高人一等的身份地位，因此對豪宅買賣具重要性影響；
二. 高總價豪宅所建立的優質休閒機能與購屋者滿意度呈正相關，因此對豪宅買賣具重要性影響；
三. 豪宅顧問公司提供未來地區發展性分析對豪宅買賣具重要性影響。
本研究結果可供業界作為未來高雄市豪宅推案策略方向的參考。

As the homebuyers respected demand and self-actualization need gradually being needed, homebuyers to purchase mansion to express themselves through unique status. After producing the mansion’s demand, developers take into account the high mansion price and profit into a mansion market, leaving the developers will be converted into a profitable investment for the purposes of research.
This study used questionnaires to obtain: get to the mansion experts face key success factors to calculate experts sorting dimensions of the importance of using the Analytic Hierarchy Process (AHP); another to get homebuyers face mansion key success factors, using Structural Equation Modeling (SEM) and Relative to an Identified Distribution (Ridit) calculated homebuyers face sort facet importance.
For the composition of both supply and demand factors on the mansion key success factors had different from the three results:
non-first time homebuyers, high price has a significant impact on purchasing decisions; vital functions caused by high prices its leisure function strongest influence on purchasing decisions; consultancy firm providing precise geographical analysis has a significant impact on purchasing decisions.
The results for the industry as a reference for future mansion strategy.

學位審定書 i
致謝辭 ii
摘 要 iii
Abstract iv
目 錄 v
圖 次 vi
表 次 vii
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究範圍 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 豪宅 4
第二節 豪宅認知價值－供給面 8
第三節 豪宅認知價值－購屋者面 13
第四節 建立豪宅買賣關鍵成功因素體系 18
第三章 研究設計與方法 22
第一節 研究設計流程 22
第二節 研究方法 24
第四章 實證結果 31
第一節 豪宅買賣關鍵成功因素權重建立－供給面 31
第二節 豪宅買賣關鍵成功因素構面權重建立－購屋者面 51
第三節 豪宅買賣關鍵成功因素綜合比較 59
第五章 結論與建議 65
第一節 研究發現 65
第二節 實務意涵 65
第三節 研究限制 66
第四節 後續研究 66
參考文獻 67
附錄一 71
附錄二 77

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