媒体资讯搜寻成本品牌形象对消费者委托房屋-中华商管科技学会.PDF

商管科技季刊 第十卷 第二期 民國九十八年 365 Commerce Management Quarterly, Vol. 10, No.2, pp. 365 ~ 394 (2009) 媒體資訊、搜尋成本、品牌形象對消費者 委託房屋仲介業意願之研究 RESEARCH ON THE INFLUENCES OF MEDIA INFORMATION, SEARCH COST AND BRAND IMAGE ON CONSUMERS’ INTENTION TO AUTHORIZE REAL ESTATE BROKERAGE INDUSTRY 李春長 國立屏東商業技術學院不動產經營系副教授 Chun-Chang Lee Associate professor, Department of Real Estate Management National Pingtung Institute of Commerce 摘要 本文主要利用線性結構方程模式（ Structural Equation Model ，SEM ）來探討媒 體資訊、搜尋成本、品牌形象、消費者態度對委託意願之影響。並以台灣高雄市之 潛在消費者為調查對象。共寄出 660 份問卷，實際回收之有效問卷為 305 份，有效 回收率為 46.21% 。研究結果顯示，整體理論模式配適符合可接受的適合度檢定水準， 表示本研究的理論模型可獲得支持。媒體資訊、搜尋成本、品牌形象及消費者態度 對委託意願有顯著的影響，而這些影響可透過中介機制或個別直接影響而形成。 關鍵字：房屋仲介業、搜尋成本、媒體資訊、品牌形象、委託意願 ABSTRACT This paper explores the influences of media information, search cost, brand image and consumer attitude on authorization intention mainly by linear structural equation model (SEM). The research targets are the potential consumers in Kaohsiung City of 366 商管科技季刊 第十卷 第二期 民國九十八年 Taiwan as the targets. A total of 660 questionnaires were released and 305 valid questionnaires were retrieved. The effective response rate is 46.21%. The study shows that media information and search cost have significant effects on authorization intention and such effects are through mediating mechanisms. The effects of media information to authorization intention go via two paths. Media information affects authorization intention via brand image and attitudes of consumers. Media information also affects authorization inten