臺灣博碩士論文加值系統

在台灣，利用網路來獲得主要資訊已為普遍現象，因此房屋仲介業大幅投入成本經營房仲電子商務網站，行銷網站與提供顧客買賣屋相關資訊及房屋資料。當品牌投入資源於網站經營與行銷的同時，這些投入的行銷成本與網站營運的內容是否能協助從事相關產業的人員增加工作質與量的表現，目前並無研究以問卷調查來分析兩者之間的關係，因此研究目的為透過此研究，作為房仲產業投入相關成本時，對於內部所應採取的策略與作法作為相關之參考。
本研究資料蒐集乃透過電子問卷蒐集，共回收有效問卷 200 份，採用敘述型統計與相關分析驗證，結果發現：（1）房仲網站口碑與顧客滿意度具有正向關係；（2）房仲網站口碑與品牌形象具有正向關係；（3）品牌形象與顧客滿意度具有正向關係；（4）認知價值與顧客滿意度具有正向關係；（5）品牌形象與認知價值具有正向關係；（6）房仲網站口碑與認知價值具有正向關係。

It becomes very common to obtain most Information from the Internet in Taiwan. Therefore, realtors invest huge to operate their real estate e-commerce websites in order to promote their brand and offer another way for their customers to look for the information of the properties and transaction of houses. Through the research, we can evaluate if cost and the expected result of real estate agents are related when a brand put their effort in operating the website and marketing at a time and if the marketing cost and content on the website will be useful and make agents rely on them or not; whether it can increase the service satisfaction of other fellow workers through word of mouth of websites and elevation of brand image. It can be a reference for future realtor related business to invest and the cost of marketing from the result of this research.
This research used e-questionnaires and collected 200 effective result ones. Using narrative analysis of statistics and related verification, we found that (1) Word of mouth of realtor website and satisfaction of customer are in positive relationship. (2) Word of mouth of realtor website and brand image are in positive relationship. (3) Brand image and perceived value are in positive relationship. (4) Perceived value and customer satisfaction are in positive relationship. (5) Brand image and perceived value are in positive relationship. (6) Word of mouth of realtor website and perceived value are in positive relationship.

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 房仲網站 4
第二節 內部與外部行銷 10
第三節 口碑 11
第四節 品牌形象 11
第五節 認知價值 12
第六節 顧客滿意度 14
第三章 研究設計 17
第一節 研究架構 17
第二節 研究變數的操作型定義 18
第三節 研究假設 20
第四節 問卷設計 23
第五節 抽樣方法 26
第六節 信效度分析 27
第七節 資料分析方法 27
第四章 資料分析與結果 28
第一節 基本資料分析 28
第二節 研究變項的描述性分析 30
第三節 信效度分析 37
第四節 相關分析 39
第五章 結論與建議 46
第一節 研究結論 46
第二節 研究建議 49
第三節 研究限制與未來研究建議 52
參考文獻 53
中文文獻 53
網站資料 53
英文文獻 54

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