Applying the Theory of Innovation Resistance to Discuss the Application of Three-Dimensional Greening in the Construction of Metropolis – Using the Example of Kaohsiung City

• Main Authors: Mei-Hung Wu, 吳美虹
• Other Authors: Chin-Tarn Lee
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9y2zud

碩士 === 國立中山大學 === 管理學院高階經營碩士學程在職專班 === 107 === Abstract Background Global warming and heat island effect precipitate the climate change; likewise catastrophic weather and natural disasters are happening with increasing frequency.The impetus of environmental policies held by the Kaohsiung City Government is of great urgency. There are some proceedings including the renovation of architectural design, the increase of green area via the support of building bulk ratio bonus, and the incentive to design “Kaohsiung House.” However, they achieve little, especially the volume of trade in building or house. Methods The research aims at the theory of innovation resistance, then it discuses the factors in resisting the innovative products “Kaohsiung House.” Results The result of the paper indicates that three factors which are the expectation of product value, the risk of perception, and the conflicts of custom can be fastened on illuminating the resistance of “Kaohsiung House.” Discussion In conclusion, the greening balcony of landscape what we called “Kaohsiung House” does not increase the value of house. Therefore, the research provides usable marketing strategies for people and expects that the innovative barriers between sellers and buyers can be averted. Moreover, we foresee the growth of house marketing transaction.