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| Title: | 行銷文字對不動產成交價之影響與預測:文字探勘法
The Influence and Prediction of Marketing Texts on Real Estate Transaction Price:Text Mining Approach |
| Authors: | 陳奕全
Chen, Yi-Chuan |
| Contributors: | 陳明吉
Chen, Ming-Chi
陳奕全
Chen, Yi-Chuan |
| Keywords: | 廣告行銷文字
文字探勘
不動產成交價
Marketing Text
Text Mining
Real Estate Transaction Price |
| Date: | 2022 |
| Issue Date: | 2022-08-01 17:18:22 (UTC+8) |
| Abstract: | 為了提升自家的產品形象及銷售表現，多數賣家皆會運用廣告行銷手法來達成此目的。透過廣告行銷，賣方能將資訊傳達給閱聽人，改變其對於特定產品的認知態度，並有機會進一步影響其後續購買行為。在不動產市場中，最常見的行銷方式莫過於在實體的看板以及網路上對待售標的進行列點式的特色整理，而這些特色整理基本以文字方式呈現。文字資料與與傳統銷售量等數字資料不同，屬於非結構資料。本文統整過往的研究，使用文字探勘的方式將不動產廣告行銷文字轉換為不同形式的有效變數，來探討在不動產市場中，廣告行銷文字的運用能否對房屋的成交價產生影響以及能否對不動產成交價的預測提供一定的幫助，進而增加預測的準確性。
本文利用特徵價格法，建立半對數迴歸模型，得到行銷文字確實能對不動產成交價產生顯著正負程度不等的影響，並且透過將文字變數分組後，觀察到行銷性文字、房屋特性文字以及房屋狀態文字對於不動產成交價較能產生正面影響。本文另外發現，公寓的購屋者相對於大樓的購屋者，更在意與房屋內部資訊相關的行銷文字。研究的最後也發現加入文字變數能夠有效提升對於房屋成交價的預測能力，幫助進行更精準的房屋大量估價，且預測能力好壞與加入的文字變數數量有正比關係。
In order to improve product image and sales performance, almost all sellers use marketing strategies. Through marketing, sellers can convey information to readers, changing their cognition and attitude towards a specific product and having the opportunity to further influence subsequent purchase behavior. In the real estate market,the most common way of marketing is to list the features of the houses to be sold on the physical billboards and on the Internet, and most of these features are shown in the form of text (written words). However, text data, unlike traditional digital data such as sales volume, is non-structured. This thesis integrates past research and uses text mining to convert real estate marketing text into different forms of effective variables to explore in the real estate market whether the use of marketing text can have an influence on the transaction price of houses and whether it can further provide some help in the prediction of real estate transaction prices.
This thesis uses the hedonic price method to establish a semi-logarithmic regression model, and finds that marketing words can indeed have significant positive and negative effects on real estate transaction prices. In addition, this thesis also finds that apartment buyers are more concerned about marketing text related to information about the interior of the house than building buyers. At the end of this study, it is also found that adding text variables can effectively increase the accuracy in predicting the transaction prices of houses and thereby helps when conducting the mass appraisal of house prices, and that the accuracy is proportional to the number of text added. |
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| Description: | 碩士
國立政治大學
財務管理學系
109357011 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109357011 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200784 |
| Appears in Collections: | [財務管理學系] 學位論文
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