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題名 探討聊天機器人對於消費者和房地產的影響
Discussion on the impact of Chatbot on the consumer and real estate market作者 林正揚
Lin, Cheng-Yang貢獻者 陳立民
林正揚
Lin, Cheng-Yang關鍵詞 房地產
聊天機器人
預售屋
服務藍圖
代銷業
Real estate
Chatbot
Pre-sale home
Service blueprint
Agency sale日期 2022 上傳時間 2-五月-2022 15:05:27 (UTC+8) 摘要 聊天機器人是近年來企業非常喜歡用的工具，隨著時間和技術發展，各產業使用的比例不斷上升，根據不同產業特性，聊天機器人也有不同的使用方式和特點。而食衣住行是一生必須不斷思考的議題，當中以「住」可說是最重要的，因為涉及的金額最高、價值最難衡量。台灣房地產市場近年來以「預售屋」買賣最為火紅，主要是它提供年輕人較低的入手門檻，能擁有自己的房子，此外也提供建商資金作為融資手段，是對買賣雙方雙贏的商業模式。本研究欲探討此種商業模式的銷售過程是否存在問題，而聊天機器人應用是否可以解決這些問題和提出改善。由於房屋買賣的行為屬於服務業，因此本研究以服務本質作為探討方向，並使用服務藍圖作為分析銷售流程的方法，以視覺化的方式解構流程中的接觸點，接著進行深度訪談。分別訪問有銷售經驗的代銷業務人員和預售屋看房經驗的消費者，從訪談中找出流程中的痛點和潛在問題，作為流程改善的方向。本研究使用聊天機器人作為流程改善的解決方法，分析已使用在房仲業的聊天機器人的特性和採用較適合的特性，最後將聊天機器人導入於服務藍圖。雖然代銷業有悠久的發展歷史且近年來有很好的銷售表現，但從研究結果發現預售屋銷售流程仍存在不少問題。分析結果可將問題分成兩個部分，分別是代銷業對於資通訊系統使用落後和資訊觀念不夠透明，本研究會深入探討這些問題對於消費者和代銷公司的影響，接著使用聊天機器人功能與特性解決代銷業於資訊相關和流程的問題，並讓消費者在進行預售屋買賣時，獲取更多資訊、提升消費權益。目前對於聊天機器人於房地產應用之相關文獻非常稀少，期許本研究結果能提供未來相關研究做為參考、有所幫助。
Chatbots are a tool that companies like to use very much in recent years. With the development of time and technology, the proportion of use in various industries continues to rise. According to the characteristics of different industries, chatbots also have different ways and characteristics of use. Food, clothing, housing, and transportation are issues that must be constantly considered throughout life. Among them, “living” is the most important, because the amount involved is the highest and the value is the most difficult to measure. In the Taiwan real estate market in recent years, "pre-sale houses" have become the most popular, mainly because it provides young people with a lower entry threshold to own their own houses, and also provides construction funds as a means of financing, which is a win-win business for both buyers and sellers. model. This study aims to explore whether there are problems with the sales process of this business model, and whether chatbot applications can solve these problems and suggest improvements.Since the behavior of home buying and selling belongs to the service industry, this research takes the nature of service as the direction of discussion, and uses the service blueprint as a method to analyze the sales process, deconstructing the touch points in the process in a visual way, followed by in-depth interviews. Interviews with sales agents with sales experience and consumers with experience in pre-sale house inspections, to find out the pain points and potential problems in the process from the interviews, as the direction of process improvement. This research uses chatbots as a solution for process improvement, analyzes the characteristics of chatbots that have been used in the real estate industry and adopts more suitable characteristics, and finally introduces the chatbots into the service blueprint.Although the agency sales industry has a long history of development and has achieved good sales performance in recent years, it is found from the research results that there are still many problems in the pre-sale home sales process. The results of the analysis can be divided into two parts, namely the backward use of information and communication systems in the agency industry and the lack of transparency in the concept of information. This research will deeply explore the impact of these problems on consumers and agency companies, and then use chatbot functions and features to solve them. The agency sales industry is concerned with information-related and process issues, and allows consumers to obtain more information and enhance consumer rights when conducting pre-sale house sales. At present, there are very few related literatures on chatbots in real estate applications.The results of this study can provide future related research as a reference and help.參考文獻 英文文獻1. Alan, M.Turing. 1950. COMPUTING MACHINERY AND INTELLIGENCE, Mind.2. Bitner, M. J., Booms, B. H., & Tetreault, M. S. 1990. The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1): 71-84.3. Bitner, M. J., Ostrom, A. L., & Morgan, F. N. 2008. Service blueprinting: A practical technique for service innovation. California Management Review, 50(3): 66-94.4. Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1991). Perceived Service Quality as a Customer-Based Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality Model. Human Resource Management, 30, 335-3645. Fitzsimmons,J. A.& Fitzsimmons, M. J. 2007. Service management: operations, strategy, and information technology, Irwin/McGraw-Hill.6. Gronroos,C. 1990. Service Management and Marketing.Managing the Moments of Truth in Service Competition. Lexington Books, Lexington7. Khan, A.,Ranka,S.,Khakare,C.,& Karve,S. 2019. NEEV: An Education informational Chatbot.International Research Journal of Engineering and Technology(IRJET),6(4): 492-495.8. Kingman-Brundage,J.,1989,The ABCs of service system blueprinting,Designing a Winning Service Strategy,edited by Bitner,M. and Crosby,L.,AMA,Chicago,30-33.9. Leppard,J.,& Molyneux,L. 1994. Auditing your customer sercive.New York：Routledge.10. Lovelock, C. 1996. Services Marketing, Prentice Hall, Upper Saddle River, New Jersey.,433–460.11. Sangiorgi,D.& Clark,B. 2004. Toward a participatory design approach to service design.Paper presented at the 8th Biennial Participatory Design Conference:Canada.12. Shostack, G. L. 1984. Designing services that deliver. Harvard business review, 62(1): 133-139.13. Shostack, G. L. 1992. Understanding services through blueprinting. Advance in Services Marketing and Management, 1(1): 75-90.14. Shostack, G. L., Czepiel, J. A. & Solomon, M. R. 1985. Planning the service encounter.The Service Encounter, MA: Lexington Books., 243-254.15. Stefan,M. 2005. Service Design. Practical access to an evolving field.16. Weizenbaum,J. 1966. ELIZA-a computer program for the study of natural language communication between man and machine. 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(2017) What are Chatbots and how they impact Service Management.4. 內政部統計月報，2021。8.1-核發建築物建造執照按用途別分。https://ws.moi.gov.tw/001/Upload/400/relfile/0/4413/79c158fd-d51f-4061-b24b-fbcdb0fb92d9/month/month.html5. 內政部統計月報，2021。8.5-核發建築物使用執照按用途別分。https://ws.moi.gov.tw/001/Upload/400/relfile/0/4413/79c158fd-d51f-4061-b24b-fbcdb0fb92d9/month/month.html6. 內政部，2021。實價登錄2.0新制。https://www.land.moi.gov.tw/upload/d12-20210721100246.pdf7. 中華民國統計資訊網，2021。 表格:國民所得統計常用資料(2008SNA)-年。https://statdb.dgbas.gov.tw/pxweb/Dialog/varval.asp?ma=NA8101A1A&ti=%B0%EA%A5%C1%A9%D2%B1o%B2%CE%ADp%B1"%A5%CE%B8%EA%AE%C6(2008SNA)-%A6~&path=../PXfile/NationalIncome/&lang=9&strList=L8. 全國法規資料庫，2021。民法第66條。https://law.moj.gov.tw/LawClass/LawSingle.aspx?pcode=B0000001&flno=669. 台北市政府地政局，2020。實價登錄1.0新制 懶人包。https://land.gov.taipei/cp.aspx?n=1FF2A744C040C01310. 全國法規資料庫，2021。不動產經紀業管理條例第4條。https://law.moj.gov.tw/LawClass/LawSingle.aspx?pcode=D0060066&flno=411. 住展房屋網，2015/01/14。台北代銷業輝煌40年。https://house.yahoo.com.tw/%E5%8F%B0%E5%8C%97%E4%BB%A3%E9%8A%B7%E6%A5%AD%E8%BC%9D%E7%85%8C40%E5%B9%B4-062700553.html12. 高敬原，2017/12/06。24小時待命不輸真人客服，ChatBot將成為2018年企業必備武器，數位時代。https://www.bnext.com.tw/article/47317/2018-is-the-year-chatbots-join-the-enterprise13. 黃健誠，2021/12/10。內政部棒打炒房！轉賣預售屋每戶罰300萬 專家曝「黑市交易只會更盛行」，今周刊。https://www.businesstoday.com.tw/article/category/80404/post/202112100020/%E5%85%A7%E6%94%BF%E9%83%A8%E6%A3%92%E6%89%93%E7%82%92%E6%88%BF%EF%BC%81%E8%BD%89%E8%B3%A3%E9%A0%90%E5%94%AE%E5%B1%8B%E6%AF%8F%E6%88%B6%E7%BD%B0300%E8%90%AC%E3%80%80%E5%B0%88%E5%AE%B6%E6%9B%9D%E3%80%8C%E9%BB%91%E5%B8%82%E4%BA%A4%E6%98%93%E5%8F%AA%E6%9C%83%E6%9B%B4%E7%9B%9B%E8%A1%8C%E3%80%8D14. 陳俊華，2021/12/09。內政部修法預售屋禁換約炒房損及公眾最高關3年罰5000萬，中央社。https://www.cna.com.tw/news/firstnews/202112090284.aspx15. 張偉男、劉挺，2016。一篇文章看懂聊天機器人的歷史、技術和研究進展，中國人工智能學會通訊，2016年第6卷第1期。https://www.sohu.com/a/56113983_129720 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363009資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363009 資料類型 thesis dc.contributor.advisor 陳立民 zh_TW dc.contributor.author (作者) 林正揚 zh_TW dc.contributor.author (作者) Lin, Cheng-Yang en_US dc.creator (作者) 林正揚 zh_TW dc.creator (作者) Lin, Cheng-Yang en_US dc.date (日期) 2022 en_US dc.date.accessioned 2-五月-2022 15:05:27 (UTC+8) - dc.date.available 2-五月-2022 15:05:27 (UTC+8) - dc.date.issued (上傳時間) 2-五月-2022 15:05:27 (UTC+8) - dc.identifier (其他 識別碼) G0105363009 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140004 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363009 zh_TW dc.description.abstract (摘要) 聊天機器人是近年來企業非常喜歡用的工具，隨著時間和技術發展，各產業使用的比例不斷上升，根據不同產業特性，聊天機器人也有不同的使用方式和特點。而食衣住行是一生必須不斷思考的議題，當中以「住」可說是最重要的，因為涉及的金額最高、價值最難衡量。台灣房地產市場近年來以「預售屋」買賣最為火紅，主要是它提供年輕人較低的入手門檻，能擁有自己的房子，此外也提供建商資金作為融資手段，是對買賣雙方雙贏的商業模式。本研究欲探討此種商業模式的銷售過程是否存在問題，而聊天機器人應用是否可以解決這些問題和提出改善。由於房屋買賣的行為屬於服務業，因此本研究以服務本質作為探討方向，並使用服務藍圖作為分析銷售流程的方法，以視覺化的方式解構流程中的接觸點，接著進行深度訪談。分別訪問有銷售經驗的代銷業務人員和預售屋看房經驗的消費者，從訪談中找出流程中的痛點和潛在問題，作為流程改善的方向。本研究使用聊天機器人作為流程改善的解決方法，分析已使用在房仲業的聊天機器人的特性和採用較適合的特性，最後將聊天機器人導入於服務藍圖。雖然代銷業有悠久的發展歷史且近年來有很好的銷售表現，但從研究結果發現預售屋銷售流程仍存在不少問題。分析結果可將問題分成兩個部分，分別是代銷業對於資通訊系統使用落後和資訊觀念不夠透明，本研究會深入探討這些問題對於消費者和代銷公司的影響，接著使用聊天機器人功能與特性解決代銷業於資訊相關和流程的問題，並讓消費者在進行預售屋買賣時，獲取更多資訊、提升消費權益。目前對於聊天機器人於房地產應用之相關文獻非常稀少，期許本研究結果能提供未來相關研究做為參考、有所幫助。 zh_TW dc.description.abstract (摘要) Chatbots are a tool that companies like to use very much in recent years. With the development of time and technology, the proportion of use in various industries continues to rise. According to the characteristics of different industries, chatbots also have different ways and characteristics of use. Food, clothing, housing, and transportation are issues that must be constantly considered throughout life. Among them, “living” is the most important, because the amount involved is the highest and the value is the most difficult to measure. In the Taiwan real estate market in recent years, "pre-sale houses" have become the most popular, mainly because it provides young people with a lower entry threshold to own their own houses, and also provides construction funds as a means of financing, which is a win-win business for both buyers and sellers. model. This study aims to explore whether there are problems with the sales process of this business model, and whether chatbot applications can solve these problems and suggest improvements.Since the behavior of home buying and selling belongs to the service industry, this research takes the nature of service as the direction of discussion, and uses the service blueprint as a method to analyze the sales process, deconstructing the touch points in the process in a visual way, followed by in-depth interviews. Interviews with sales agents with sales experience and consumers with experience in pre-sale house inspections, to find out the pain points and potential problems in the process from the interviews, as the direction of process improvement. This research uses chatbots as a solution for process improvement, analyzes the characteristics of chatbots that have been used in the real estate industry and adopts more suitable characteristics, and finally introduces the chatbots into the service blueprint.Although the agency sales industry has a long history of development and has achieved good sales performance in recent years, it is found from the research results that there are still many problems in the pre-sale home sales process. The results of the analysis can be divided into two parts, namely the backward use of information and communication systems in the agency industry and the lack of transparency in the concept of information. This research will deeply explore the impact of these problems on consumers and agency companies, and then use chatbot functions and features to solve them. The agency sales industry is concerned with information-related and process issues, and allows consumers to obtain more information and enhance consumer rights when conducting pre-sale house sales. At present, there are very few related literatures on chatbots in real estate applications.The results of this study can provide future related research as a reference and help. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與研究動機 1第二節 研究目的 5第三節 研究範圍與對象 6第四節 研究流程 6第二章 文獻探討 8第一節 聊天機器人(Chatbot) 8第二節 房地產 12第三節 房屋代銷業 16第四節 服務藍圖 20第三章 研究架構與方法 25第一節 研究架構 25第二節 研究方法 27第四章 研究結果與討論 34第一節 受訪者背景分析 35第二節 痛點分析 36第三節 現有房地產聊天機器人案例分析 41第四節 導入科技化解決方案之服務藍圖 51第五節 修正後服務藍圖 56第五章 結論與建議 58第一節 研究結論 58第二節 研究建議 59第三節 研究限制與未來研究建議 60參考文獻 61第一節 英文文獻 61第二節 中文文獻 63第三節 網路文獻 64附錄 67第一節 代銷公司訪談紀錄 67第二節 購屋者訪談紀錄 77 zh_TW dc.format.extent 1270428 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363009 en_US dc.subject (關鍵詞) 房地產 zh_TW dc.subject (關鍵詞) 聊天機器人 zh_TW dc.subject (關鍵詞) 預售屋 zh_TW dc.subject (關鍵詞) 服務藍圖 zh_TW dc.subject (關鍵詞) 代銷業 zh_TW dc.subject (關鍵詞) Real estate en_US dc.subject (關鍵詞) Chatbot en_US dc.subject (關鍵詞) Pre-sale home en_US dc.subject (關鍵詞) Service blueprint en_US dc.subject (關鍵詞) Agency sale en_US dc.title (題名) 探討聊天機器人對於消費者和房地產的影響 zh_TW dc.title (題名) Discussion on the impact of Chatbot on the consumer and real estate market en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文文獻1. 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