民眾選擇房屋仲介業偏好因素之研究－以臺中市地區為例

本研究係屬驗證性的因素分析，盼藉由文獻回顧及透過問卷資料的統計分析，瞭解民眾在選擇房屋仲介業者之偏好因素為何，並提供消費者作為選擇房仲業參考的指標，進而提供房仲業者擬定行銷策略之參考。本研究所獲得之結論為： 1.受測者對於四大偏好指標評估因素的重要度結果，最重視的為「交易安全」，以下依序為「服務品質」、「口碑效應」、「品牌形象」。 2.在服務品質方面，房仲業者必須完善服務品質，提升服務人員的專業能力及服務態度才能達到永續經營。 3.在交易安全方面，顯示出消費者最重視的為各種負面消息的揭露，故業者首要的工作應是設法提升交易安全以獲取消費者的信任。 4.在品牌形象方面，業者必須多加利用無遠弗屆的網路，行銷自家公司的品牌；吸引消費大眾的關注。 5.在口碑效應方面，消費者較容易受業務形象與親友口碑影響，此部分必需要靠公司長期的經營才能有所成就。

關鍵字

房屋仲介業；偏好因素；交易安全；服務品質；口碑效應；品牌形象

並列摘要

This study is a confirmatory factor analysis and hope through a literature review and statistical analysis of questionnaire data, understand the peoples why choose realtors agency in preference factors and provide consumers choose realtors agency as a reference index, and thus provide realtors agency to develop their marketing strategies. The conclusions of this study are: 1.Subjects for critical assessment of the results of the four preference factors, "transaction security" is the most important, the following is "quality of service", "word of mouth" and "brand image." 2.In service quality, Realtors agency must improve service quality, enhance the professional skills and service attitude of staff in order to achieve sustainable development. 3.In transaction security, showing that consumers are most important for a variety of negative news expose, so operators should be the priority task is to try to improve the security of transactions in order to obtain the trust of consumers. 4.In brand image, industry must make use of network marketing company's own brand; attract the consumer concern. 5.In word of mouth, consumers are more vulnerable to the impact of business image and reputation friends, this section must be to rely on long-term business to be successful.