住宅成交價格與銷售期間關係分析—賣方訂價策略之影響Selling Price and Selling Time: the Influences of Seller’s Pricing Strategies

本文以表價、底價、以及預期市價三者關係來衡量賣方的議價空間與表價偏離市價程度，並分析不同議價空間與表價偏離市價程度所組合成的訂價策略類型對成交價格與銷售期間的影響。實證結果發現表價偏離市價程度對成交價格有顯著正向影響，議價空間則有顯著負向影響，且表價偏離市價程度的影響力明顯大於議價空間。不論議價空間大小，當賣方表價偏離度較高時，其成交價格均明顯較高，反之亦然。其次，議價空間對銷售期間有顯著正向影響，表價偏離市價程度的影響則未達顯著性水準，不論賣方表價是否明顯偏離市價，較大的議價空間通常會使銷售期間拉長，但表價設定低於市價且議價空間小時，銷售期間則明顯較短。此外，本文亦發現成交價格與銷售期間的互動關係未如預期般明顯，當銷售期間拉長時，可能對成交價格有些微正向影響，但成交價格對於銷售期間則無顯著的影響。
關鍵詞：訂價策略、表價與市價偏離度、議價空間、成交價格、銷售期間

This paper uses list price, reservation price, and estimated market price to measure seller’s degree of overpricing (DOP) and price concession (PC), and then analyze the influences of nine pricing strategy types based on the mix of DOP and PC on selling prices and selling times. The empirical results reveal that DOP and PC have very significant positive and negative influence on selling price respectively, and the relative influence of DOP is higher than PC. No matter the degree of price concession, when sellers have a higher DOP, they usually can get a higher selling price and vice versa. Secondly, PC has very significant positive influence on selling time, but the influence of DOP is not significant. The DOP’s number does not affect bigger PCs because due to its large number, usually have longer selling times. Only when a negative DOP is with a smaller PC will the selling time be significantly shorter. Thirdly, a recent discovery was made that the relationship between selling time and selling are not as close as expected. Selling time has a 10% positive significant level influence on selling price, but its influence on selling time is not as significant.
Key words: pricing strategy, degree of overpricing, price concession, selling price, selling time