計畫行為理論整合浪潮效應、月暈效應與情緒 對高雄市預售屋購買意圖之研究An Integrated Approach Based on the Theory of Planned Behavior to Investigate the Impacts of the Bandwagon Effect, the Halo Effect, and Emotion on Buyers’ Intention to Purchase Pre-sale Housing in Kaohsiung City

預售屋市場具高風險、高售價與資訊不對稱特性，消費者在決策過程中常難以做出完全理性判斷。本研究整合計畫行為理論(theory of planned behavior, TPB)與三大心理變數，浪潮效應、月暈效應與情緒，建構預售屋購買意圖模型。以高雄市代銷市場為研究範圍，針對具購屋經驗或購屋意願者進行問卷調查，回收有效樣本327份，回收率為98.19%，以結構方程模式(structural equation modeling, SEM)驗證理論模型。實證結果顯示，月暈效應與情緒顯著影響態度，並透過態度間接影響購買意圖；浪潮效應則直接影響購買意圖；即在高度不確定銷售情境下，消費者心理因素顯著直接或間接影響其購買意圖。
關鍵詞：浪潮效應、月暈效應、情緒、計畫行為理論、購買意圖

The pre-sale housing market is characterized by high risk, high prices, and information
asymmetry. Consequently, consumers often find it difficult to make completely rational
decisions. This study addressed this gap by integrating the TPB with three major psychological
variables, namely the bandwagon effect, the halo effect, and emotion, to construct a model
on buyers’ intention to purchase pre-sale housing that closely attends to human behavior. The
research scope was the real estate agency market in Kaohsiung City. A questionnaire survey
was conducted among previous and potential homebuyers. Three hundred twenty-seven valid
samples were collected, with an effective recovery rate of 98.19%. The theoretical model was
verified by structural equation modeling. The empirical results showed that the halo effect and
emotion significantly influenced attitudes and indirectly affected purchase intentions through
attitudes; the bandwagon effect directly influenced purchase intentions. In sales scenarios with
high uncertainty, consumers’ psychology significantly, directly, or indirectly influenced their
purchase intention.
Key words: Bandwagon effect, Halo effect, Emotion, Theory of planned behavior,
Purchase intention