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研究生:張欣民
研究生(外文):Chang,Hsin-Min
論文名稱:不動產自售網站對不動產仲介業產生「去中介化」之研究
論文名稱(外文):A study of disintermediation effect on real estate brokerage industry by FSBO's websites
指導教授:陳奉瑤陳奉瑤引用關係
指導教授(外文):Chen,Fung-Yiao
學位類別:碩士
校院名稱:國立政治大學
系所名稱:地政研究所
學門:社會及行為科學學門
學類:公共行政學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:96
中文關鍵詞:去中介化再中介化中介不動產仲介業自售網站
外文關鍵詞:disintermediationreintermediationintermediaryreal estate brokerage industryfor-sale-by-owner websites
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隨著網路的崛起,傳統實體通路的存在價值與市場地位也飽受威脅,在市場上的實際演變,書店、銀行、證券、旅遊、機票等中介者的角色,明顯的已可被電子商務網站所取代,因此在國外已經有很多針對網路對實體通路產生「去中介化」之研究,在國內雖然也有類似的現象產生,但迄今還沒有類似的研究,所以本研究有開啟此議題研究先河之意義。

與其他遭到「去中介化」產業或服務比較,不動產仲介業更倚賴「人」之中介角色,但其銷售之產品又具有高度不易「去中介化」的特性:異質性、高總價、少交易經驗等,所以其面臨「去中介化」之威脅,的關鍵因素是什麼,其受到「去中介化」衝擊之程度到底多大,都是本研究想要探討之課題。

根據問卷調查,本研究發現交易成本是不動產仲介業面臨「去中介化」的關鍵原因,不過在目前之環境下,不動產仲介業還是不可能完全被不動產自售網站所取代,而不動產自售網站如果想要發揮自售之功效,還需多強化網頁內容呈現、提升網站知名度以及增加配套服務。
Following the emerging of internet, traditional retail channels of books, banks, stocks, tourism and ticketing have faced the challenges from many internet-based businesses (electronic commerce) which eliminating intermediary between buyers and sellers make products or services to sell cheaper and faster. And there are many researches on such kind of disintermediation effects in foreign society. But till now there is not any kind of disintermediation study in Taiwan. This study is a beginning research of disintermediation in Taiwan.

Though the real estate brokerage industry, which relying more on middleman (broker) than others, has the high-priced and idiosyncratic product features, it also faces the direct challenges from for-sale-by-owner (FSBO) websites. So the study tries to find out what is the key factor that caused the disintermediation and how far it goes in the real estate brokerage industry.

The major findings of the study are that transaction cost is the real factor that caused the disintermediation, the functions and status of real estate brokers are still not easily to take place by FSBO websites and the later has to intensify content layouts, increase website’s reputation and offer extra services to attract more users to FSBOs.
目錄……………………………………………………………………………….……i
圖目錄…………………………………...……………………………………………iii
表目錄………………………...………………………………………………………iv

第一章 緒論
第一節 研究動機與目的…………………………………….……………1
第二節 研究範圍與限制………………….…....................………………6
第三節 研究方法與流程…………………………………….……………9

第二章 理論基礎與相關文獻回顧
第一節 「去中介化」的意涵……………………………………………11
第二節 不動產仲介業、不動產網站與「去中介化」相關文獻…….…19
第三節 代理理論與相關文獻……….....……..…………………………23
第四節 交易成本理論與相關文獻….…..................................................28

第三章 不動產仲介業中介化發展與業務流程分析
第一節 台灣不動產仲介業發展及中介化發展……………………...…35
第二節 台灣不動產仲介業務流程…………...…………………………40
第三節 小結………………………………….………….……………….49

第四章 實證研究
第一節 問卷設計……………………………………...…………………51
第二節 檢定之說明與意涵……...………………………………………57
第三節 實證分析………………………....………………...……………61

第五章 結論與建議
第一節 結論…………………………………………………...…………..85
第二節 建議……………..………………………...………………………88

參考文獻
一、中文文獻………………………………………………………………89
二、英文文獻………………………………………………………………90

附錄
附錄一、國內不動產網站與電子商務網站分類……….…………………94
附錄二、全國及各地區購屋搜尋者最常採用之搜尋管道比較…………94
附錄三、本研究對不動產自售網站賣方電訪問卷內容…………………95
附錄四、本研究對租屋網站出租方電訪問卷內容………………………96
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