本研究以台北市高價住宅市場為場域，旨在探討建商品牌特徵如何影響購屋者之決策行為。隨著市場高端化，品牌不僅代表品質，更成為消費者降低感知風險的關鍵依據。
本研究結合量化與質性分析的混合研究，首先透過60位高價住宅已購戶進行問卷調查。透過主題分析與統計分析，剖析消費者對於建商之專業形象、履約能力、售後服務等品牌特徵之重視程度；並針對半結構式訪談，蒐集台北市著名豪宅建商之品牌經營策略。
理論基礎融合 Keller 的消費者基礎品牌權益、Nelson 的資訊不完全概念，以及 Kreps & Wilson 之聲譽理論，旨在闡明品牌知識與聲譽在高價住宅市場中的信號功能。
研究發現，在高價住宅決策中，「履約能力」與「售後服務」為最重要的建商品牌特徵。透過這個研究姊論與發現，本研究預期可為建商提供品牌經營與行銷策略之實證依據。

This study focuses on how property developer brand attributes influence homebuyers’ purchase decision-making in the high-priced residential housing market of Taipei City. As the market becomes increasingly high-end, developer branding has evolved beyond a signal of product quality to a key mechanism for reducing buyers’ perceived risk.
A mixed-methods research design was adopted. First, a questionnaire survey was conducted with 60 purchasers of high-priced residential properties in Taipei City. Statistical and thematic analyses were applied to explore buyers’ perceptions of developer brand attributes, including professional image, contract fulfillment capability, and after-sales service. In addition, semi-structured interviews with representative luxury housing developers were conducted to examine their brand management and reputation strategies.
The theoretical framework integrates Keller’s customer-based brand equity theory, Nelson’s information asymmetry theory, and Kreps and Wilson’s reputation theory to explain the signaling role of brand knowledge and reputation in the high-priced housing market.
The findings indicate that contract fulfillment capability and after-sales service are the most critical developer brand attributes influencing purchase decisions. This study provides empirical insights for developer brand management and marketing strategies.

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