隨著網際網路的發展,大多數的人將無法和網路脫離關係。網際網路產生的新科技和新的商業模式影響著消費者對現有商業模式的認知與習慣。企業從事電子商務是為可以接觸到更多的消費者,以及未來更廣泛的潛在購買者。房屋仲介網站提供眾多的網站資訊和服務,本研究想探討這些影響房屋仲介網站服務品質的重要因素,以及房屋仲介網站提供服務和資訊對消費者造成之影響,以期做為房仲業者在提供網站服務的參考。 本研究採用便利抽樣調查已曾瀏覽過房屋仲介網站的消費者,本研究從回收共計395份的有效問卷,並運用SPSS統計軟體進行分析,以探討網站服務品質、顧客滿意度及消費者行為意圖間的關係及影響,並找出對房屋仲介網站服務品質重要影響的構面。 從研究結果發現,房屋仲介網站服務品質最重要之影響因素為網站效率及設計,其次為溝通整合性、反應性、可靠保證性等構面均會影響到網站的服務品質。其中網站效率及設計會影響消費者的忠誠度及購買意圖等,而反應性與網站效率及設計則會影響年輕族群的購買意圖。消費者在購屋過程上,利用房屋仲介網站可帶來便利及節省時間,但消費者對於網站提供之資訊和服務仍抱持保留態度。在房屋仲介網站提供之服務中,「房價行情查詢」及「提供房屋物件的安全保證」為消費者認為最重要之服務項目。
Due to the internet develop quickly, most of people use internet in daily life. Internet provides new business model and new technology that affect consumer’s cognition. Businesses develop e-commerce in order to contact more and more customer and potential customer. Real estate broking website provides lots of information and service. This study wants to know the important factors affect Real estate broking website service quality and effect of information and service to customer. The sample of this study is the customers have been used Real estate broking website. This study adopts convenience sampling and collect 395 usable questionnaires. Then, this study use SPSS to analyze website service quality and customer satisfaction to understand the relationship on behavior intention and find out the important factors on Real estate broking website service quality. The result of study find out the website efficiency and design is the most important factor on real estate broking website service quality. Communication, responsiveness and reliability also effect real estate broking website service quality. Website efficiency and design effect customer’s loyalty and purchase intention. The effects of young people’s purchase intention are responsiveness and website efficiency and design. Customer is not complete trust the information and service provide by real estate broking website. And the most important service in real estate broking website are”inquire about house price” and “provide security assurance”.