房屋仲介品牌形象與服務品質對於消費者購買意願之研究

消費者在購屋時通常會透過房屋仲介公司尋找適合的房屋選擇，仲介公司在購屋過程中扮演重要的角色，消費者希望房屋仲介公司能夠提供更專業的服務，包括更多的法律和財務支援，更精確的房屋評估和更快的反應時間等。本研究以臺灣地區的消費者為研究對象，主要的目的在瞭解消費者透過房屋仲介公司購買房屋的影響因素，包含房屋仲介業品牌形象與服務品質，並且針對不同樣本人口統計變量做差異化分析。本研究以量化問卷做為研究調查的方法，以網路平台發放調查問卷收集研究資料，總共收集了388份有效問卷。本研究資料處理方式包含三個階段，首先以描述性統計分析，包含樣本的基本資料以及答題結果統計分析；其次，透過驗證式因素分析，檢驗問卷的信效度；最後，以結構方程模式，透過模式適配度以及路徑分析，檢驗本研究假設，並且將資料做差異化分析，試圖找出不同群組樣本的差異性。本研究結果顯示:消費者對房仲業者的品牌形象感知與其房屋的購買意願之間存在顯著的影響關係；消費者對房仲業者的品牌形象感知與其服務品質之間存在顯著的影響關係；消費者對房仲業者的服務品質感知與其購買意願之間存在顯著的影響關係；以及不同背景的消費者在品牌形象、服務品質與購買意願具有顯著差異。最後，根據本研究結果，對房仲業者提出實務之建議供參考。

關鍵字

房屋仲介；品牌形象；服務品質；購買意願

並列摘要

Consumers typically search for suitable housing options through housing agencies when buying a house. Housing agencies play a crucial role in the home-buying process, and consumers expect them to provide more professional services, including legal and financial support, accurate property assessments, and faster response times. This study focuses on Taiwanese consumers and aims to understand the factors influencing consumers' choice of using housing agencies to purchase homes. This includes examining the brand image and service quality of housing agencies and conducting differential analysis based on different demographic variables. The research employed a quantitative questionnaire as the research method and collected data through an online platform, resulting in a total of 388 valid responses. Data analysis consisted of three stages. Firstly, descriptive statistics were used to analyze basic demographic information of the sample. Secondly, confirmatory factor analysis was conducted to assess the reliability and validity of the questionnaire. Lastly, structural equation modeling, including model fit analysis and path analysis, was used to test the research hypotheses. The study findings revealed the following. There was a significant impact relationship between consumers' perception of the brand image of housing agencies and their willingness to purchase properties. There was a significant impact relationship between consumers' perception of the brand image of housing agencies and their perception of service quality. There was a significant impact relationship between consumers' perception of the service quality of housing agencies and their willingness to purchase properties. Purchasers with different backgrounds exhibited significant differences in brand image, service quality perception, and willingness to purchase. Finally, based on the study results, practical recommendations were provided for housing agencies.