隨著環境及科技快速的變遷，近年來房屋業者受到經濟不景氣，同業間的競爭等因素的影響，營運及組織的經營型態都有急速的變化，對於同業之間的競爭越來越激烈，房仲業者面臨極大的挑戰，除了提升服務品質外，還需與顧客建立長久的關係，且提供顧客真正的需求，進而提升且建立良好的品牌形象及顧客滿意度，這將是非常重要的課題之一，因為唯有如此才能在這片紅海市場中，脫穎而出且穩定的成長。

本研究主要在探討服務品質、品牌形象與顧客滿意度對購買意願之影響，以大台中地區30歲以上的消費者為研究對象，樣本採取便利抽樣，共計發放350份問卷，回收有效問卷326份，有效問卷回收率93%。採用SPSS19統計軟體進行分析，分析結果發現：(1)房仲服務品質對顧客滿意度具有正向顯著影響；(2)房仲服務品質對消費者購買意願具有正向顯著影響；(3)房仲品牌形象對消費者購買意願具有正向顯著影響；(4)顧客滿意度對消費者購買意願具有正向顯著影響。

Along with the vast changing environment and technology, business models and organization types of real estate brokers have been adapted to economic distress and fierce competition aggressively. Real estate brokers are now facing great challenges not only to improve service quality but also have to build long-term relationship, satisfy customer’s true need in order to build brand image, for the purpose of surviving in the market of red ocean.

This study aims to investigate the influence of service quality, brand image and customer satisfaction for purchase intention. We made a questionnaire targeting consumers above 30 years old in Taichung and nearby area with convenience sampling. The total sample is 350 and 326 are returned, result to a return ratio of 93%. The result is analyzed by SPSS19 statistics software and we found out 1) Positive correlation between real estate brokers’ service quality and customer satisfaction. 2) Positive correlation between real estate broker’s service quality and purchase intension. 3) Positive correlation between real estate broker’s brand image and purchase intension. 4) Positive correlation of customer satisfaction and purchase intension.

摘要 ..........................................I
Abstract ..................................II
致謝 ..........................................III
目錄 ..........................................IV
表目錄 ..........................................VI
圖目錄 ..........................................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 ..................................3
第三節 研究範圍與對象 ..........................3
第四節 研究流程 ..................................5
第二章 文獻探討 ..................................6
第一節 房仲業發展之概況 ..........................6
第二節 服務品質 ..................................10
第三節 品牌形象 ..................................16
第四節 顧客滿意度 ..................................20
第五節 購買意願 ..................................23
第三章 研究方法 ..................................26
第一節 研究架構與假說 ..........................26
第二節 研究變數操作型定義與衡量 ..................29
第三節 資料分析方法 ..........................36
第四節 問卷設計 ..................................38
第五節 抽樣方法 ..................................41
第四章 資料分析 ..................................42
第一節 問卷樣本分析 ..........................42
第二節 敘述性統計分析 ..........................45
第三節 信度與效度分析 ..........................49
第四節 因素分析 ..................................52
第五節 迴歸分析 ..................................59
第五章 結論與建議 ..................................67
第一節 結論 ..................................68
第二節 管理意涵 ..................................71
第三節 研究限制與建議 ..........................72
參考文獻 ..........................................74
附錄一 問卷 ..................................79

表2-1-1 經紀業設立備查數量統計 ..................9
表2-1-2 台灣房仲產業較具代表性之公司市占率表 ..........10
表2-2-1 服務品質之定義統整表 ..................12
表2-2-2 服務品質之衡量構面統整表 ..................15
表2-3-1 品牌形象之定義統整表 ..................17
表2-3-2 品牌形象之衡量構面統整表 ..................19
表2-4-1 顧客滿意度之定義統整表 ..................21
表2-4-2 顧客滿意度之衡量構面統整表 ..................22
表2-5-1 購買意願之定義統整表 ..................24
表2-5-2 購買意願之衡量構面統整表 ..................25
表3-1-1 本研究假說彙總 ..........................28
表3-2-1 服務品質之衡量問項 ..........................30
表3-2-2 品牌形象之衡量問項 ..........................32
表3-2-3 顧客滿意度之衡量問項 ..................34
表3-2-4 購買意願之衡量問項 ..........................35
表3-4-1 服務品質信度分析表 ..........................39
表3-4-2 品牌形象信度分析表 ..........................39
表3-4-3 顧客滿意度信度分析表 ..................40
表3-4-4 購買意願信度分析表 ..........................40
表4-1-1 房仲品牌購屋百分比次數分配表 ..................42
表4-1-2 人口統計變數百分比次數分配表 ..................43
表4-2-1 服務品質敘述性統計分析 ..................46
表4-2-2 品牌形象敘述性統計分析 ..................47
表4-2-3 顧客滿意度敘述性統計分析 ..................48
表4-2-4 購買意願敘述性統計分析 ..................49
表4-3-1 服務品質信度分析表 ..........................50
表4-3-2 品牌形象信度分析表 ..........................50
表4-3-3 顧客滿意度信度分析表 ..................51
表4-3-4 購買意願信度分析表 ..........................51
表4-4-1 服務品質之KMO與Bartlett球形檢定 ..........52
表4-4-2 服務品質之因素分析 ..........................54
表4-4-3 品牌形象之KMO與Bartlett球形檢定 ..........55
表4-4-4 品牌形象之因素分析 ..........................56
表4-4-5 顧客滿意度之KMO與Bartlett球形檢定 ..........56
表4-4-6 顧客滿意度之因素分析 ..................57
表4-4-7 購買意願之KMO與Bartlett球形檢定 ..........58
表4-4-8 購買意願之因素分析 ..........................59
表4-5-1 服務品質對顧客滿意度整體之迴歸分析 ..........59
表4-5-2 服務品質子構面對服務內涵之迴歸分析 ..........60
表4-5-3 服務品質子構面對實體呈現之迴歸分析 ..........61
表4-5-4 服務品質子構面對員工素質之迴歸分析 ..........62
表4-5-5 服務品質對購買意願整體之迴歸分析 ..........63
表4-5-6 服務品質總子構面對購買意願之迴歸分析 ..........63
表4-5-7 品牌形象對購買意願整體之迴歸分析 ..........64
表4-5-8 品牌形象總子構面對購買意願整體之迴歸分析 ..65
表4-5-9 顧客滿意度對購買意願整體之迴歸分析 ..........65
表4-5-10 顧客滿意度總子構面對購買意願整體之迴歸分析 ..66
表5-1-1 研究假設驗證結果彙整表 ..................67

圖1-3-1 家戶購屋比 ..........................4
圖1-4-1 本研究流程 ..........................5
圖3-1-1 本研究架構 ..........................26

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