| Summary: | 博士 === 銘傳大學 === 企業管理學系 === 104 === House-purchasing preference is based on willingness influenced not only by the location and the quality of the house but by the equality between the price and value. We investigate a basic premise of prospect theory: that the valuation of gains and losses is not consistent. Mixed decision making is estimated by endowment effect, reference dependence and multi-criteria decision making (MCDM) method to summing the valuations of the gain and loss portions of that houses purchase. The study will be gathered via several steps for evaluation. Firstly, by using the expert interviews, content analysis and Modified Delphi method, the study aims to obtain factors and criteria for purchase preference. Secondly, it combines the fuzzy set function and the Analytic hierarchical process (AHP) to treat the house criteria value and weigh. Finally, we apply the TODIM (an acronym in Portuguese of Interactive and Multi-criteria Decision Making) method to evaluate the house value, comparing the features of the location and individual factors. In conclusion, the study constructed a new housing transaction two-dimensional matrix between price and quality of all alternatives to recommend a reasonable housing comprehensive value to buyers, sellers and agencies as to develop housing transactions strategies.
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