题名

房屋仲介公司品牌忠誠度之研究－以購屋者的觀點

并列篇名

Brand Loyalty to Housing Brokerage Firms-From Buyers' Viewpoint

DOI

10.6656/MR.2012.31.3.CHI.73

作者

李春長(Chun-Chang Lee)

关键词

轉換成本 ； 資訊揭露 ； 品牌忠誠度 ； 房屋仲介公司 ； Switching Cost ； Information Disclosure ； Brand Loyalty ； Housing Brokerage Firms

期刊名称

管理評論

卷期/出版年月

31卷3期（2012 / 07 / 01）

页次

73 - 100

内容语文

繁體中文
中文摘要

本研究主要探討影響購屋者對於房屋仲介公司品牌忠誠度之因素，根據國內外影響品牌忠誠度相關文獻，提出五個因素來做為研究模型。透過線性結構方程模式（structural equation model；SEM）探討這些因素對於房屋仲介公司品牌忠誠度的影響。本研究受測對象為曾透過房屋仲介公司購屋之消費者為主，針對高雄市十一個行政區進行發放問卷，共計發放問卷數為700份，有效問卷342份，有效回收率為48.89％。研究顯示：（1）品牌信任與顧客滿意度對品牌忠誠度皆有直接正向影響；（2）資訊揭露對品牌忠誠度並沒有直接影響效果，但透過品牌信任、認知風險與顧客滿意度等間接影響品牌忠誠度；（3）認知風險對品牌忠誠度有直接負向影響效果。
英文摘要

This study focuses on factors affecting consumers' brand loyalty toward housing brokerage firms. According to literature review, this study proposed five factors as the research models, and applied the structural equation model (SEM) to explore how these factors affect brand loyalty of realtors. The research subjects were the consumers who have purchased houses through housing brokerage firm in Kaohsiung City, Taiwan. A total of 700 questionnaires were released and 342 valid questionnaires were retrieved. The effective response rate was 46.21%. The findings indicted that: brand trust and consumer satisfaction have positive influences on brand loyalty; information disclosure has no direct impact on brand loyalty effect, but has indirect influence on brand loyalty through brand trust, perceived risk, and customer satisfaction; perceived risk has negative influence on brand loyalty.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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