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題名 不動產經紀業與電子商務之創新商業模型分析 -以窩牛網為例
The Innovative Business Model Research for E-Commerce of the Real Estate Brokerage Industry-Case Studies of Snailhouse
作者 陳立賢
Chen, Li Hsien
貢獻者 郭維裕
Kuo, Wei Yu
陳立賢
Chen, Li Hsien
關鍵詞 不動產經紀業
電子商務
互聯網
代理理論
Transparency
Real Estate Industry
Service Innovation
日期 2016
上傳時間 22-Aug-2016 10:48:06 (UTC+8)
摘要 在過去的十年間，台灣的房地產市場呈現快速擴張和大規模型態增長時期。在此期間房價快速上升，一般在全國各地，尤其是在都會地區的房價相較十年前開始上升幅度更為顯著。許多因素之干擾導致物價呈現上漲：如大幅調降遺產稅率、長期低利率及寬鬆貨幣政策，投資者非理性預期等。根據長期觀察，傳統的房地產交易市場主要由不動產經紀產業主導，也就是俗稱的房屋仲介，由於不動產市場存在代理問題與資訊不對稱所造成交易成本推升的問題，相較於其他交易市場股票市場等，交易效率相當低。
     值得注意的是近幾年自互聯網革命以來，2000年開始許多行業開始利用互聯網作為媒介，為市場帶來更多的資訊透明度，並有效提升效率。在交易效率改善下，企業的獲利也相對提升。然而，目前台灣之不動產經紀行業與電子商務的連結僅在初步發展階段，還沒有看到它利用互聯網作為更進一步的破壞式創新，將資訊完全透明化，以提升市場效率。
     在本研究中，我們將比較目前傳統不動產經紀公司的服務模式與重力科技公司運用互聯網創新之不動產交易服務模式，窩牛網採用的是運用互聯網將市場交易資訊完全公開，更在議價上採用信託議價制度讓買賣雙方自行直接議價，強化價格透明度。總之這項研究將研究其中的重力科技帶來的房地產交易行業的服務創新。
Over the past ten years, Taiwan’s real estate market has seen an extended and extensive growth period. In short during this period property prices has risen in general throughout the country and especially in the metropolitan areas prices has easily doubled in pricing in comparison to the start of the ten year period. There are many factors which contributed to the rise in prices: drastic reduction in inheritance tax, low interest rate, lax bank policies, investor bullish sentiment, etc. To top it all off traditionally the real estate transaction market served mostly by traditional real estate brokerage agencies is very inefficient in comparison to other transactional markets such as the stocks and commodities.
     It is interesting to note that with the start of the internet revolution since the early 2000 period many industries has utilized the internet as a means of bringing more transparency and efficiency to their perspective industries. As a result businesses has greatly benefited from the increase in efficiencies. However the real estate brokerage industry has not seen drastic changes which utilize the internet as a means of bringing more efficiency from customer’s point of view.
     In this study we will be examining the current traditional real estate brokerage’s service model vs Z-Strength Technology’s real estate service model; Z-Strength Technology utilizes the internet as a means of bringing 100% information and transaction transparency to the market. In short this study will be studying the service innovation which Z-Strength Technology brings to the real estate transaction industry.
第一章 緒論 1
     第一節 研究動機與目的 1
     第二節 研究方法與範圍 5
     第二章 文獻回顧 8
     第一節 交易成本理論 8
     第二節 代理理論 16
     第三節 電子商務理論 19
     第三章 創新個案討論 28
     第一節 市場概況 28
     第二節 創新商業模型 29
     第三節 小結 33
     第四章 結論與建議 35
     第一節 結論 35
     第二節 建議 42
     第五章 相關文獻 44
     中文文獻 44
     英文文獻 45
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     2. 永慶房屋（2010），「永慶 i 智慧經紀人」， （http://yungching.housefun.com.tw/iagent/index.asp）。
     3. 李保成（1996），「台灣地區企業採用網際網路之決策因素研究」，國立中央大學碩士論文。
     4. 李春長（1999），「不動產仲介業市場上仲介業經營型態對其經營績效之影響」，國科會 人文及社會科學研究彙刊，9（3）：718-725。
     5. 李筱瑜、李豐良（2000），「電子商務對房仲業影響之實證研究」，科技與管理學術研討 會論文集，191-196。
     6. 李墾典（2004），「消費者使用不動產銷售網站認知與態度之研究」，逢甲大學碩士論文。
     7. 吳永寶（1999），「電子商務解決方案－經濟部網際網路商業應用計劃」， （http://www.ec.org.tw）。
     8. 邵兵家、蔡志剛（2005），「電子商務活動對企業績效影響的實證研究－以中國 IT 上市 公司為例的研究」，科技進步與對策，11。
     9. 財團法人台灣資訊中心（2010），「台灣寬頻網路使用調查報告」， （http://www.twnic.net.tw）。
     10. 彭建文、康尚德（2001），「網際網路對不動產仲介業經營之影響分析」，都市與計劃， 28（2）：171-186。
     11. 彭建文、李春長（2002），「經營型態對不動產仲介業經營績效影響之研究－品牌形象 與經營規模之爭」，中華民國住宅學會第十一屆年會論文集。
     12. 張力仁（2000），「影響中小企業管理者導入電子商務因素之研究」，國立東華大學 碩士論文。
     13. 黃名義（2008），「電子商務對辦公室區位、租金與空間需求之研究－以台北都會區為 例」，住宅學報，17（1）：1-22。
     14. 黃宏原（2004），「台灣房屋仲介網站服務功能之分析」，中原大學碩士論文。
     15. 鄭明松、陳信益、林佳慧（2004）「影響企業導入電子商務績效之企業內部因素之探 討」，中華管理學報，5（1）: 1-22。
     16. 藍信彰（2000），「電子商務對產業結構的影響」，網際先鋒，76：28。
     17. 鍾興漢（1998），「中小企業網際網路應用」，資訊與電腦，9：26-34。
     英文文獻
     1. Amoroso, D. L. & P. H. Cheney（1991）,“Testing a causal model of end-user application effectiveness,” Journal of Management Information Systems. 8（1）: 63-89.
     2. Baen, J. S. & R. S. Guttery（1997）, “The Coming Downsizing of Real Estate: Implications of Technology,” Journal of Real Estate Portfolio Management. 3（1）: 1-18.
     3. Benjamin J. D., P. Chinloy, G. D. Jud & D. T. Winkler（2005）, “Technology and Real Estate Brokerage Firm Financial Performance,” Journal of Real Estate Research. 27（4）: 409-426.
     4. Biglaiser, G.（1993）, “Middlemen as experts,” RAND Journal of Economics. 24（1）: 212-223.
     5. Bouwman, H., B. van den Hooff, L. van de Wijngaert & J. Van Dijk（2005）, Information & Communication Technology in Organizations. London: Sage Publications Inc.
     6. Buren, M. E. V.（1999）, “A Yardstick for Knowledge Management,” Training & Development. 53: 71-78.
     7. Davis, F. D.（1989）, “Perceived usefulness, perceived ease of use, and user acceptance of information technology,” MIS Quarterly. 13: 319-340.
     8. Davis, F. D., R. P. Bagozzi & P. R. Warshaw（1989）, “User acceptance of computer technology: a comparison of two theoretical models,” Management Science.
     9. Dekkers, R.（2002）,“Strategic capacity management: meeting technological demands and performance criteria,” International Journal of Production Research. 40（15）: 3895-3911.
     10. Flanagin, A. J.（2000）, “Social pressures on organizational website adoption,” Human Communication Research. 26（4）: 618-646. 40. Gatignon, H. & T. S.
     11. Robertson（1989）,“Technology Diffusion: An Empirical Test of Competitive Effect,” Journal of Marketing. 53: 35-49.
     12. Graham, S. & S. Marvin（1996）, Telecommunications and the City: Electronic Spaces, Urban Places. London: Rout ledge.
     13. Gwin, C. R.（2004）, “International Comparisons of Real Estate E-Information on the Internet,” Journal of Real Estate Research. 26（1）: 1-22.
     14. James, Y. L.（1999）, “An integrated Model of information systems adoption in small business,” Journal of Management Information Systems. 15（4）: 187-214. 45.
     15. Jarvenpaa S. L. & B. Ives（1991）, “Executive involvement and participation in the management of information technology,” MIS Quarterly. 15（2）: 204–27.
     16. Kalakota, R. & A. B. Whinston（1997）, Electronic Commerce- A Manager’s Guide. Massachusetts: Addison- Wesley.
     17. Kaplan, R. S. & D. P. Norton（1992）, “The Balanced Scorecard –Measures That Drive Performance,” Harvard Business Review. 71-79.
     18. Knill, B.（2000）, “How to make E-commerce Work for You,” Material Handling Management. 55（5）: 48-51.
     19. Kosiur, D.（1997）, Understanding Electronic Commerce. Microsoft Press.
     20. Liu, C., K. P. Arnett, L. M. Capella & R. C. Beatty（1997）, “Web Sites of the Fortune 500 Companies: Facing Customers through Home Pages,” Information & Management. 31: 335-345.
     21. Lumpkin, G. T. & G. Dess（1996）, “Clarifying the Entrepreneurial Orientation Construct and Linking it to Performance,” Academy of Management Review. 21（1）: 135-172.
     22. Mougayar, W.（1997）, Think Modular for Internet Commerce. NY: Larryson, Inc.
     23. Muhanna, W. A.（2000）, “E-Commerce in the Real Estate Brokerage Industry,” Journal of Real Estate Practice and Education. 3（1）: 1-16.
     24. Muhanna, W. A. & J. R. Wolf（2002）, “The Impact of E-commerce on the Real Estate Industry: Baen & Guttery Revisited,” Journal of Real Estate Portfolio Management. 8（2）: 141-152.
     25. Oliver, R. W.（2000）, “The Seven Laws of E-commerce Strategy,” Journal of Business Strategy. 21（5）: 8-10. 60. Pereira, P.（1998）, Building the Virtual Channel. Computer Reseller News.
     26. Poter, M. E. & V. E. Millar（1985）,“How information gives you competitive advantage,” Harvard Business Review. 63（4）: 149-160.
     27. Premkumar, G., K. Ramamurthy & S. Nilaknta（1994）, “Implementation of Electronic Data Interchange,” Journal of Management Information System. 11（2）: 157-186.
     28. Robert, C. D.（1999）, “Messaging-based workflow streamlines EC,” EC World. March, 42-44.
     29. Robinson, K. C.（1999）, “An Examination of the Influence of Industry Structure on Eight Alternative Measures of New Venture Performance for High Potential Independent New Ventures,” Journal of Business Venturing. 14: 165-187.
     30. Sally, R. & T. Indrit（2007）, “A Conceptual Framework and Propositions for the Acceptance of Mobile Services,” Journal of Theoretical and Applied Electronic Commerce Research. 2 （2）: 61-73.
     31. Stabell, C. & O. Fjeldstad（1998）, “Configuring Value for Competitive Advantage: on Chains, Shops, and Networks,” Strategic Management Journal. 29: 413-437.
     32. Szilagyi, A. D.（1984）, Management and Performance. 2nd NJ: Scott Foresman and Co. Goodyear Publishing.
     33. Tan, K. C.（2001）, “A Framework of Supply Chain Management Literature,” European Journal of Purchasing and Supply Management. 3: 39-48.
     34. Targett, D.（2001）,“B2B or not B2B? Scenarios for the Future of E-commerce,” European Business Journal. 13（1）: 3-10.
     35. Turban, E., E. R. McLean & J. C. Wetherbe（1999）, Information Technology for Management: Making Connections for Strategic Advantage. NY: John Wiley and Sons.
     36. Tornatzky, L. G. & K. J. Klein（1982）,“Innovation Characteristics at Innovation Adoption-Implementation: A Meta-Analysis of IEEE Trans,” Engineering Management. 29 （1）: 28-45.
     37. Venkatesh, V.（2000）, “Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model.” Information System Research. 11（4）: 342-365.
     38. Venkatesh, V., M. G. Morris, G. B. Davis & F. D. Davis（2003）, “User Acceptance of Information Technology: Toward a Unified View,” MIS Quarterly. 27（3）: 425-478.
     39. Venkatraman, N. & V. Ramanujam（1986）, “Measurement of business performance in strategy research: A comparison of approaches,” Academy of Management Review. 11: 801-814.
     40. Wiklund, J. & D. Shepherd（2003）, “Knowledge-Based Resources, Entrepreneurial Orientation, and the Performance of Small and Medium-Sized Businesses,” Strategic Management Journal. 24: 1307-1314.
     41. Woo, C. Y. & G. Willard（1993）, “Performance representation in business policy research: Discussion and recommendation,” The 23th Annual National Meetings of the Academy of Management. 81-84.
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
98932018
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098932018
資料類型 thesis
dc.contributor.advisor 郭維裕zh_TW
dc.contributor.advisor Kuo, Wei Yuen_US
dc.contributor.author (Authors) 陳立賢zh_TW
dc.contributor.author (Authors) Chen, Li Hsienen_US
dc.creator (作者) 陳立賢zh_TW
dc.creator (作者) Chen, Li Hsienen_US
dc.date (日期) 2016en_US
dc.date.accessioned 22-Aug-2016 10:48:06 (UTC+8)-
dc.date.available 22-Aug-2016 10:48:06 (UTC+8)-
dc.date.issued (上傳時間) 22-Aug-2016 10:48:06 (UTC+8)-
dc.identifier (Other Identifiers) G0098932018en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/100467-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 98932018zh_TW
dc.description.abstract (摘要) 在過去的十年間，台灣的房地產市場呈現快速擴張和大規模型態增長時期。在此期間房價快速上升，一般在全國各地，尤其是在都會地區的房價相較十年前開始上升幅度更為顯著。許多因素之干擾導致物價呈現上漲：如大幅調降遺產稅率、長期低利率及寬鬆貨幣政策，投資者非理性預期等。根據長期觀察，傳統的房地產交易市場主要由不動產經紀產業主導，也就是俗稱的房屋仲介，由於不動產市場存在代理問題與資訊不對稱所造成交易成本推升的問題，相較於其他交易市場股票市場等，交易效率相當低。
     值得注意的是近幾年自互聯網革命以來，2000年開始許多行業開始利用互聯網作為媒介，為市場帶來更多的資訊透明度，並有效提升效率。在交易效率改善下，企業的獲利也相對提升。然而，目前台灣之不動產經紀行業與電子商務的連結僅在初步發展階段，還沒有看到它利用互聯網作為更進一步的破壞式創新，將資訊完全透明化，以提升市場效率。
     在本研究中，我們將比較目前傳統不動產經紀公司的服務模式與重力科技公司運用互聯網創新之不動產交易服務模式，窩牛網採用的是運用互聯網將市場交易資訊完全公開，更在議價上採用信託議價制度讓買賣雙方自行直接議價，強化價格透明度。總之這項研究將研究其中的重力科技帶來的房地產交易行業的服務創新。		zh_TW
dc.description.abstract (摘要) Over the past ten years, Taiwan’s real estate market has seen an extended and extensive growth period. In short during this period property prices has risen in general throughout the country and especially in the metropolitan areas prices has easily doubled in pricing in comparison to the start of the ten year period. There are many factors which contributed to the rise in prices: drastic reduction in inheritance tax, low interest rate, lax bank policies, investor bullish sentiment, etc. To top it all off traditionally the real estate transaction market served mostly by traditional real estate brokerage agencies is very inefficient in comparison to other transactional markets such as the stocks and commodities.
     It is interesting to note that with the start of the internet revolution since the early 2000 period many industries has utilized the internet as a means of bringing more transparency and efficiency to their perspective industries. As a result businesses has greatly benefited from the increase in efficiencies. However the real estate brokerage industry has not seen drastic changes which utilize the internet as a means of bringing more efficiency from customer’s point of view.
     In this study we will be examining the current traditional real estate brokerage’s service model vs Z-Strength Technology’s real estate service model; Z-Strength Technology utilizes the internet as a means of bringing 100% information and transaction transparency to the market. In short this study will be studying the service innovation which Z-Strength Technology brings to the real estate transaction industry.		en_US
dc.description.abstract (摘要) 第一章 緒論 1
     第一節 研究動機與目的 1
     第二節 研究方法與範圍 5
     第二章 文獻回顧 8
     第一節 交易成本理論 8
     第二節 代理理論 16
     第三節 電子商務理論 19
     第三章 創新個案討論 28
     第一節 市場概況 28
     第二節 創新商業模型 29
     第三節 小結 33
     第四章 結論與建議 35
     第一節 結論 35
     第二節 建議 42
     第五章 相關文獻 44
     中文文獻 44
     英文文獻 45		-
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究動機與目的 1
     第二節 研究方法與範圍 5
     第二章 文獻回顧 8
     第一節 交易成本理論 8
     第二節 代理理論 16
     第三節 電子商務理論 19
     第三章 創新個案討論 28
     第一節 市場概況 28
     第二節 創新商業模型 29
     第三節 小結 33
     第四章 結論與建議 35
     第一節 結論 35
     第二節 建議 42
     第五章 相關文獻 44
     中文文獻 44
     英文文獻 45		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098932018en_US
dc.subject (關鍵詞) 不動產經紀業zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 互聯網zh_TW
dc.subject (關鍵詞) 代理理論zh_TW
dc.subject (關鍵詞) Transparencyen_US
dc.subject (關鍵詞) Real Estate Industryen_US
dc.subject (關鍵詞) Service Innovationen_US
dc.title (題名) 不動產經紀業與電子商務之創新商業模型分析 -以窩牛網為例zh_TW
dc.title (題名) The Innovative Business Model Research for E-Commerce of the Real Estate Brokerage Industry-Case Studies of Snailhouseen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. 毛穎崙（1995），「Internet 在房屋仲介業的應用」，網路通訊，47：73-77。
     2. 永慶房屋（2010），「永慶 i 智慧經紀人」， （http://yungching.housefun.com.tw/iagent/index.asp）。
     3. 李保成（1996），「台灣地區企業採用網際網路之決策因素研究」，國立中央大學碩士論文。
     4. 李春長（1999），「不動產仲介業市場上仲介業經營型態對其經營績效之影響」，國科會 人文及社會科學研究彙刊，9（3）：718-725。
     5. 李筱瑜、李豐良（2000），「電子商務對房仲業影響之實證研究」，科技與管理學術研討 會論文集，191-196。
     6. 李墾典（2004），「消費者使用不動產銷售網站認知與態度之研究」，逢甲大學碩士論文。
     7. 吳永寶（1999），「電子商務解決方案－經濟部網際網路商業應用計劃」， （http://www.ec.org.tw）。
     8. 邵兵家、蔡志剛（2005），「電子商務活動對企業績效影響的實證研究－以中國 IT 上市 公司為例的研究」，科技進步與對策，11。
     9. 財團法人台灣資訊中心（2010），「台灣寬頻網路使用調查報告」， （http://www.twnic.net.tw）。
     10. 彭建文、康尚德（2001），「網際網路對不動產仲介業經營之影響分析」，都市與計劃， 28（2）：171-186。
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