消費者選擇房屋仲介業決策因素之探討-以Y公司為例

消費者一輩子買過最高單價的物品，無非就是不動產了，而且根據統計人一輩子大約有三次左右的換屋機會，所以在購售屋的時候，要如何找到值得信賴的房仲業品牌來協助服務，盡量避免所謂的房產交易糾紛，是消費者相當在意的課題，而現今台灣的房仲品牌家數大大小小數量相當的多，甚至在越來越快的展店速度下，導致房仲業的門市數量堪比便利商店，街頭巷尾到處都看得到各家房仲業的店面，而這麼多的房仲品牌要如何受到消費者的青睞，消費者在意的房仲關鍵因素又有哪些，值得深入探討。本論文採用質性研究的方式，以半結構式的訪談，深度訪問至少有六次以上不動產買賣經驗的消費者們，詢問他們心目中理想的房仲業者的樣貌輪廓，以及在選擇房仲業品牌時的關鍵因素有哪些，最後以消費者的角度建議房仲業者，還有哪些地方能夠提升與調整，綜合以上訪談的內容得到實務的分析理論及建議。

關鍵字

房仲；品牌；不動產交易；質性研究

並列摘要

Consumers have bought the highest unit price item in a lifetime, nothing more than real estate, and according to statistics, there are about three opportunities to exchange houses in a lifetime, so when buying and selling a house, how to find a trustworthy house brokerage brand to assist in the service To avoid so-called real estate transaction disputes as much as possible is a topic that consumers are very concerned about. Nowadays, the number of house brokers in Taiwan is quite large, and even the faster and faster exhibition speed has led to the house brokerage industry. The number of stores is comparable to convenience stores. You can see the storefronts of various houses in the streets and alleys. How can so many house brands be favored by consumers? What are the key factors of house agents that consumers care about? It is worth in-depth Explore This thesis adopts a qualitative research method, semi-structured interviews, in-depth interviews with consumers who have at least six real estate buying and selling experiences, asking them about the outline of their ideal real estate brokers, and how to choose a real estate broker. What are the key factors when building a brand? Finally, it is recommended to the real estate agent from the perspective of consumers, and there are some areas that can be improved and adjusted. The content of the above interviews is combined to obtain practical analysis theories and suggestions.