賣方訂價策略對成交價格之影響分析The Effects of Pricing Strategy on Selling Price

在不動產交易過程中，賣方會透過訂價策略之運用使成交價格極大化，但過去特徵價格模式大都僅考量住宅屬性而忽略賣方訂價策略對於成交價格的影響。本文首先探討賣方所擬定的表價偏離市價程度與議價空間對成交價格的影響，進而將賣方訂價策略細分為九種類型，探討不同訂價策略類型對於成交價格的影響。實證結果發現，當納入賣方訂價策略考量時可使特徵價格模型的解釋力提升，表價偏離市價程度對於成交價有顯著正向影響，而議價空間對於成交價格具有顯著負向影響。此外，不同訂價策略類型對成交價格會產生顯著的差異，當賣方訂定的表價偏離市價程度愈大，議價空間愈小，最後的成交價格也會較高，但賣方卻可能因潛在需求減少與銷售期間拉長而影響淨收益，故賣方擬定訂價策略時應謹慎考量成交收益與搜尋成本間的得失權宜，擬定最適的訂價策略。
關鍵詞：訂價策略、表價偏離市價程度、議價空間

Most hedonic price studies focused on the influence of housing and location attributes,ignoring the influence of seller’s pricing strategies on selling price. This paper examines the different pricing strategies based on degree of overpricing (DOP) and price concession (PC) on selling price. The empirical results reveal that the considerations of the pricing strategies can improve the fitness of hedonic models. In addition, a seller applying greater DOP and less PC can get higher selling price, but it may reduce the pool of potential buyers and result in higher holding costs because of extending time on market. The results suggest that sellers should seriously consider the trade off relationship between higher selling price and longer selling time to design optimal pricing strategy.
Key words: pricing strategy, degree of overpricing, price concession