臺灣博碩士論文加值系統

本文主要利用線性結構方程模式(structural equation model，SEM)探討資訊揭露、信任、認知風險、搜尋成本對委託房屋仲介業售屋意願之影響。並以高雄市之潛在賣方為調查對象，調查期間為2007年3月30至4月30日。研究結果顯示，資訊揭露對委託意願無直接影響效果，但透過信任及搜尋成本之中介間接影響委託意願，且資訊揭露經由信任再透過搜尋成本之中介對委託意願產生間接影響。其次，資訊揭露及認知風險皆可透過信任之中介對委託意願產生影響。而認知風險對於委託意願沒有直接效果，但可經由信任再透過搜尋成本間接對委託意願造成影響。此外，信任與節省搜尋成本皆對委託意願具有正向顯著影響。資訊揭露對認知風險具正向顯著影響與過去學者的研究結果(Lang and Lundholm，1996；Liebermann and Stashevsky，2002)不一致。

This study aims at investigating the relationships among information disclosure, perceived risk, trust, search cost and consumers’ intention to authorize real estate brokerage industry of potential sellers in Kaohsiung. The investigating period was from March 30 to April 30, 2007. The effect of trust, search cost, and perceived risk on consumer intension is tested. Besides, the effects of information disclosure works on consumers’ intention are examined, too. This research also attempts to provide beneficial suggestions and implications for real estate practitioners.

This study use questionnaire survey to access potential sellers. Statistical analyses and multivariate techniques are applied to verify the proposed hypotheses. To examine the hypotheses, this study uses structural equation model (SEM) to analyze questionnaires.

Significant evidences are six in four hypotheses out of ten: Information disclosure is proved to have a significant positive impact on trust and search cost, while the direct effect of information on consumer’s intention isn’t proved, and evidence for indirect effect of information on consumer’s intention by trust and search cost. Trust is proved to have a significant positive impact on search cost and consumers’ intention, while the indirect effect of trust on consumers; intention by search cost is proved. The hypothesis of search cost increases consumers’ intention is confirmed. The direct and indirect effect of perceived risk on consumers’ intention isn’t supported. Information disclosure imposes positive influence on consumers’ intention is differect from the point of Lang and Lundholm(1996) & Liebermann and Stashevsky(2002)

目錄
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究問題 5
第三節 研究限制 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 資訊揭露對信任、認知風險、搜尋成本與委託意願之關係 8
第二節 認知風險對信任、搜尋成本及委託意願之關係 11
第三節 信任對搜尋成本及委託意願之關係 14
第四節 搜尋成本與委託意願之關係 16
第五節 小結 17
第三章 研究設計 19
第一節 研究架構 19
第二節 研究假設 20
第三節 變項定義與操作性定義 21
第四節 問卷設計 24
第五節 樣本取得 30
第六節 資料分析方法 35
第四章 樣本資料分析 38
第一節 樣本結構分析 38
第二節 因素分析 41
第三節 信度及效度分析 45
第四節 驗證性因素分析 49
第五章 結構方程模式分析 58
第一節 線性結構模式之設定 58
第二節 理論模式之驗證 61
第三節 兩群或多群結構方程模式之分析 77
第六章 結論與建議 100
第一節 結論 100
第二節 實務建議 103
第三節 後續研究建議 104
參考文獻 105
附錄一 113

圖目錄
圖1-1 研究流程圖 7
圖2-1 網路顧客忠誠度關鍵性因素 15
圖3-1 研究架構圖 20
圖3-2 計畫行為理論模式 23
圖4-1 資訊揭露：一階CFA標準化徑路係數估計結果 50
圖4-2 資訊揭露：二階CFA標準化徑路係數估計結果 51
圖4-3 信任：一階CFA標準化徑路係數估計結果 54
圖4-4 信任：一階CFA(釋放e24與e25及e18與e20)標準化徑路係數估計結果 54
圖4-5 搜尋成本：一階CFA二因素標準化徑路係數估計結果 56
圖5-1 線性結構模型圖 58
圖5-2 理論模式結構方程式模型(標準化係數) 66
圖5-3 理論模式之結構方程式模型—釋放ε3與ε4路徑(標準化係數) 67
圖5-4 M3結構方程模式圖 76
圖5-5 未婚族群結構方程式模型 80
圖5-6 已婚族群結構方程式模型 81
圖5-7 自有族群結構方程式模型 84
圖5-8 租賃族群結構方程式模型 85
圖5-9 曾買賣房屋者結構方程式模型 88
圖5-10 未曾買賣房屋者結構方程式模型 89
圖5-11 年齡低族群結構方程式模型 92
圖5-12 年齡中族群結構方程式模型 93
圖5-13 年齡高族群結構方程式模型 94
圖5-14 曾委託仲介族群結構方程式模型 97
圖5-15 未曾委託仲介族群結構方程式模型 98

表目錄
表3-1 本研究資訊揭露問項 25
表3-2 本研究認知風險問項 26
表3-3 本研究信任問項 27
表3-4 本研究搜尋成本問項 28
表3-5 本研究委託意願問項 29
表3-6 項目分析整體研判表 32
表3-7 統計檢定量之理想適配之標準或臨界值一覽表 36
表4-1 樣本基本資料表 39
表4-2 KMO與Bartlett檢定表 41
表4-3 資訊揭露之因素分析結果表 42
表4-4 信任之因素分析結果表 43
表4-5 搜尋成本之因素分析結果表 44
表4-6 委託意願之因素分析結果表 44
表4-7 研究各構面Cronbach’s 值 45
表4-8 各構面間之區別效度分析 47
表4-9 顯性變數統計資料分析 47
表4-10 資訊揭露CFA模式之適合度指標表 49
表4-11 信任修正模式指標 52
表4-12 信任一階CFA釋放e24<-->e25之修正模式指標 53
表4-13 信任CFA模式之適合度指標表 53
表4-14 搜尋成本CFA模式之適配度指標表 55
表4-15 搜尋成本修正模式指標 56
表5-1 理論假設模式之適配度指標表 64
表5-2 修正模式指標 64
表5-3 量表信度、負荷量及萃取變異數分析 65
表5-4 理論模式之測量模型估計結果 65
表5-5 結構模式係數估計 66
表5-6 研究假設結果彙整表 73
表5-7 模式競合之自由度及卡方值 74
表5-8 M3模式之適合度指標表 74
表5-9 潛在變數之間的效果 75
表5-10 巢式模式的比較：未婚族群與已婚族群 79
表5-11 不同婚姻狀況與整體模式係數估計表(標準化) 79
表5-12 自有與租賃巢式關係模式比較 83
表5-13 不同居住狀況與整體模式係數估計表(標準化) 83
表5-14 巢式模式的比較：曾買賣房屋與未曾買賣房屋族群 87
表5-15 有無買賣房屋經驗與整體模式係數估計表(標準化) 87
表5-16 巢式模式的比較：年齡低、年齡中、年齡高族群 91
表5-17 年齡低、年齡中、年齡高族群與整體模式係數估計表(標準化) 91
表5-18 巢式模式的比較：曾委託及未曾委託仲介族群 95
表5-19 曾委託及未曾委託仲介族群與整體模式係數估計表(標準化) 96
表5-20 分群樣本與整體模式係數估計綜合表(標準化) 99

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