资讯揭露、信任、搜寻成本对委托房屋仲介业售屋.PDFVIP

71 104 JOURNAL OF HOUSING STUDIES, VOLUME 17 NO. 1, JUNE 2008 學術論著 An Empirical Study on the Effects of Information Disclosure, Trust and Search Cost on Consumers’ Intention to Authorize the Real Estate Brokerage Industry - The Example of Kaohsiung City * Lee Chun-Chang* 摘　要 (structural equation model, SEM) 20073 304 30 關鍵詞：資訊揭露、信任、搜尋成本、委託意願、房屋仲介業 ABSTRACT This study aims to investigate the effects of information disclosure, trust and search cost on the consumers’ intention to authorize the real estate brokerage industry of potential sellers in Kaohsiung. The survey covers the period from March 30 to April 30, 2007. The structural equation model (SEM) is used to test the hypotheses. The results indicate that information disclosure has a significant and positive impact on trust and search costs, while the indirect effect of information on the consumers’ intention through trust and search cost is also validated. Trust is proved to have a significant positive impact on search cost and the consumers’ intention, while trust is also found to have an indirect effect on the consumers’ intention through the search cost. The hypothesis that search cost increases the consumers’ intention is also validated. Key words: information disclosure, trust, search cost, consumers’ intention, real estate brokerage industry (本文於2007年9月4 日收稿，2008年4月16日審查通過，實際出版日期2008年6月) * 國立屏東商業技術學院不動產經營系副教授。 Associate professor, Department of Real Estate Management, National Pingtung Institute of Commerce, Pingtung, Taiwan, Republic of China. E-mail: lcc@.tw Tel: 886-8-7238700 ext. 6203, 3201 72　住宅學報 買賣房屋是人生中的大事，尤其是賣屋，賣方若想要在最短時間內賣出房屋，並賣出好 價錢，賣方可選擇自賣或透過仲介業的方式進行交易，其中間的取決點在於考量「時間」、 「價格」、「行銷管道」、「交易安全」等因素。就中古屋銷售而言，若賣方自行銷售，僅 能以刊登分類廣告、街頭海報、或透過親朋好友介紹等尋