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題名 不動產自售網站對不動產仲介業產生「去中介化」之研究
A study of disintermediation effect on real estate brokerage industry by FSBO`s websites
作者 張欣民
Chang,Hsin-Min
貢獻者 陳奉瑤
Chen,Fung-Yiao
張欣民
Chang,Hsin-Min
關鍵詞 去中介化
再中介化
中介
不動產仲介業
自售網站
disintermediation
reintermediation
intermediary
real estate brokerage industry
for-sale-by-owner websites
日期 2005
上傳時間 14-Sep-2009 13:55:15 (UTC+8)
摘要 隨著網路的崛起,傳統實體通路的存在價值與市場地位也飽受威脅,在市場上的實際演變,書店、銀行、證券、旅遊、機票等中介者的角色,明顯的已可被電子商務網站所取代,因此在國外已經有很多針對網路對實體通路產生「去中介化」之研究,在國內雖然也有類似的現象產生,但迄今還沒有類似的研究,所以本研究有開啟此議題研究先河之意義。
     
     與其他遭到「去中介化」產業或服務比較,不動產仲介業更倚賴「人」之中介角色,但其銷售之產品又具有高度不易「去中介化」的特性:異質性、高總價、少交易經驗等,所以其面臨「去中介化」之威脅,的關鍵因素是什麼,其受到「去中介化」衝擊之程度到底多大,都是本研究想要探討之課題。
     
     根據問卷調查,本研究發現交易成本是不動產仲介業面臨「去中介化」的關鍵原因,不過在目前之環境下,不動產仲介業還是不可能完全被不動產自售網站所取代,而不動產自售網站如果想要發揮自售之功效,還需多強化網頁內容呈現、提升網站知名度以及增加配套服務。
Following the emerging of internet, traditional retail channels of books, banks, stocks, tourism and ticketing have faced the challenges from many internet-based businesses (electronic commerce) which eliminating intermediary between buyers and sellers make products or services to sell cheaper and faster. And there are many researches on such kind of disintermediation effects in foreign society. But till now there is not any kind of disintermediation study in Taiwan. This study is a beginning research of disintermediation in Taiwan.
     
     Though the real estate brokerage industry, which relying more on middleman (broker) than others, has the high-priced and idiosyncratic product features, it also faces the direct challenges from for-sale-by-owner (FSBO) websites. So the study tries to find out what is the key factor that caused the disintermediation and how far it goes in the real estate brokerage industry.
     
     The major findings of the study are that transaction cost is the real factor that caused the disintermediation, the functions and status of real estate brokers are still not easily to take place by FSBO websites and the later has to intensify content layouts, increase website’s reputation and offer extra services to attract more users to FSBOs.
參考文獻 一、中文文獻
1. 吳佳靜,2002,影響使用者信任網站的因素之探討---以入口網站為例,東吳大學資訊科學研究所碩士論文。
2. 李春長,1998,從搜尋理論來分析不動產市場聯賣資訊網制度,1998 年中華民國住宅學會第七屆年會論文集,頁265-279。
3. 李春長,2000,國內房屋仲介業實施聯賣資訊網制度之研究,住宅學報,第9卷第2期,頁125-140。
4. 李墾典,2004,消費者使用不動產銷售網站認知與態度之研究,逢甲大學土地管理學系碩士班碩士論文。
5. 徐椿輝,1997,「網際網路線上服務品質評估模式之探討」,國立台灣科技大學企業管理研究所碩士論文。
6. 張紹勳,2002,電子商店之關係品質模式-融合交易成本理論及科技接受模式的觀點,政治大學資訊管理研究所博士論文。
7. 郭迺鋒,謝秀宜,王淑眉,2001,電子商務經營模式的不確定因素對企業獲利之影響,產業金融季刊,第110期,交通銀行企劃部編印。
8. 陳奉瑤,黃佳鈴,2005,2005台灣地區房地產產業年鑑,行義文化出版有限公司。
9. 陳義彥,洪永泰,盛杏湲等,2001,民意調查,國立政治大學選舉研究中心,五南書局。
10. 彭建文,康尚德,2001,網際網路對不動產仲介經營績效之影響分析,都市與計畫,第28卷第2期,頁171-186。
11. 黃宏原,2003,台灣房屋仲介網站服務功能之分析,中原大學資訊管理研究所碩士論文。
12. 楊澤泉,陳勇順,2001,仲介服務、銀行服務與房地產市場,中華管理評論,第4卷第2期,頁97-107。
13. 詹韻如,2000,「網路企業評價-以亞馬遜網路商店為例」,國立政治大學財務管理研究所碩士論文。
14. 廖咸興,李阿乙,梅建平,1994,不動產投資概論,華泰書局。
15. 鄭皓文,2000,台灣地區本國銀行網站之服務品質衡量研究,中山大學企業管理研究所碩士論文。
二、英文文獻
1. Anglin, P. and Arnott, R.(1991), Residential Real Estate Brokerage as a Principal--Agent Problem. Journal of Real Estate Finance and Economics 4: 99-125.
2. Anglin, P. and Arnott, R.(1999), Are Brokers` Commission Rates on Home Sales Too High? A Conceptual Analysis. Real Estate Economics.
3. Baen, J. S. and Guttery, R. S.(1997), The Coming Downsizing of Real Estate: Implications of Technology, Journal of Real Estate Portfolio Management, 3:1, pp.1-18.
4. Bardhan , A. D., Jaffee, D. and Kroll, C. (2000), Fisher Center Research Reports, The Internet, E-Commerce and the Real Estate Industry, Fisher Center for Real Estate and Urban Economics, University of California, Paper 6100.
5. Benjamin, J. D., Chinloy, P., Jud G. D. and Winkler, D. T.(2004), Technology and Real Estate Brokerage Firm Financial Performance, 20th Annual American Real Estate Society Conference April 20—April 24, 2004, Captiva Island, FL., pp.1-26.
6. Bergen, M., Shantanu, D. and Walker, O. C. Jr.(1992),“Agency Relationships in Marketing: A Review of the Implications of Agency and Related Theories,” Journal of Marketing, 56 (July), pp.1-24.
7. Brousseau, E. and Glachant, J.-M. (2002), The Economics of Contracts; Theories and Applications, Cambridge, UK: Cambridge University Press .
8. Calabrese, M.(1998), Death of a Salesman, Intellectual Capital.
9. Chircu, A. M. and Kauffman, R. J.(1998), Strategies for Internet Middlemen in the Intermediation/Disintermediation/Reintermediation Cycle, Electronic Markets-The International Journal of Electronic Commerce and Business Media, pp.109-117.
10. Chircu, A. M., and Kauffman, R. J.(1999)"Analyzing Firm --Level Strategy for Internet–Focused Reintermediation," in R. H. Sprague (ed.), Proceedings of the 32nd Hawaii International Conference on Systems Science, Los Alamitos, CA: IEEE Computer Society Press.
11. Chircu, A. M., and Kauffman, R. J.(2000)"Reintermediation Strategies in Business-to-Business Electronic Commerce," International Journal of Electronic Commerce, 4, 4, Summer 2000, pp.7-42.
12. Coase R. H.(1937), The nature of the firm. Economic, 4, pp.386-405.
13. Coase R. H.(1960),The institutional structure of production. Amercian Economic Review, 82(4), pp.713-719.
14. Coase R. H.(1988), The Firm the Market and the Law, The University of Chicago Press.
15. Crowston, K. and Wigand, R. T. (2003), Use of the Web for Electronic Commerce in Real Estate, School of Information Studies, Syracuse University.
16. Delcoure, N. V. and Miller, N. G.(2001). How Do U.S. Residential Brokerage Trends & Fees Compare to the Rest of the World?, Real Estate Issues, 26:3, pp.4-9.
17. Delcoure, N. V. and Miller, N. G.(2002), International Residential Real Estate Brokerage Fees and Implications for the US Brokerage Industry, International Real Estate Review, Asian Real Estate Society, vol. 5(1), pp.12-39.
18. Dixon, T. and Marston, A.(2002), The Impact of E-commerce on Retail Real Estate in the U.K., Journal of Real Estate Portfolio Management, , vol. 8, no. 2, pp.153-174.
19. Eisenhardt, K. M.(1989), Agency Theory: An Assessment and Review, Academy of Management Reviewr, vol. 14, no.1, pp.57-74.
20. Eisenhardt, Kathleen M.,(1985), Control: Organizational and economic approaches., Management Science, 31, 134-149
21. Gibler, K. M. and Black, R. T.(2004), Agency Risks in Outsourcing Corporate Real Estate Functions, The Journal of Real Estate Research, vol. 26, no.2, pp.137-160.
22. Gwin, C. R.(2004), International Comparisons of Real Estate E-nformation on the Internet, The Journal of Real Estate Research, vol. 26, no. 1, pp.1-23.
23. Jensen, M. C. & Meckling, W. H. (1976), “Theory of the firm: Managerial behavior, agency costs and ownership structure”, Journal of Financial Economics(October), pp.305-360.
24. Jensen, M. C. (1983), Organization theory and methodology. Bell Journal of Economics, 10, pp.74-91.
25. Malone, T. W., Yates, J., and Benjamin, R. I.(1997), "Electronic Markets and Electronic Hierarchies," Communications of the ACM, 30, 6, June 1997, pp. 484-497.
26. Marsh, G. A. and Zumpano, L. V.(1988), Agency Theory and the Changing Role of the Real Estate Broker: Conflicts and Possible Solutions, The Journal of Real Estate Research, vol. 3, no.2, pp.151-164.
27. Miller, N. C.(2001), How do U.S. Residential Brokerage Trends & Fees Compare to the Rest of the World?, Real Estate Issues, The Counselors of Real Estate.
28. Muhanna , W. A. and Wolf, J. R.(2002), The Impact of E-commerce on the Real Estate Industry: Baen and Guttery Revisited, Journal of Real Estate Portfolio Management, vol. 8, no. 2, pp.141-152.
29. Muhanna , W. A.(2000), E-Commerce in the Real Estate Brokerage Industry, Journal of Real Estate Practice And Education, vol. 3, no. 1, pp.1-16.
30. Rayport, J.F. & Sviokla, J.J.(1994),“Managing in the marketspace”, Harvard Business Review, Nov/Dec, pp.141-150.
31. Sawyer, S., Crowston, K. and Wigand R.(1999), ICT in the real estate industry: Agents and social capital, 1999 Americas Conference on Information Systems.
32. Stanfill, J.(1999/2000), How brokers can counter the risks of disintermediation by embracing and leveraging technology trends, Real Estate Issues, American Society of Real Estate Counselors , Winter 1999/2000.
33. Tuccillo, J. A. (1997), Technology and the housing markets, Business Economics, 32(3): 17-20.
34. Turban, E., King, D., Lee, J. K. and Viehland, D. (2004), Electronic Commerce 2004: A Managerial Perspective, Prentice Hall, pp.86-91.
35. Turnbull, G. K. (1996), Real Estate Brokers, Nonprice Competition and the Housing Market. Real Estate Economics, 24: 293-316.
36. Warkentin, M.(2000), Issues In Wireless E-Commerce, ACM SIGecom Exchanges, 1(1), pp.19-23.
37. Whinston, A. B., Stahl, D. O., Cho, S. Y.(1997), The Economics of Electronic Commerce, New York: Macmillan.
38. Williamson, O. E.(1975), Market and Hierarchies: Analysis and Antitrust Implications, The Free Press, New York.
39. Williamson, O. E.(1985), The Economic Institutions of Capitalism, The Free Press, New York.
40. Williamson, O. E.(l981), The Economic of Organization: The Transaction Cost Approach, American Journal of Sociology, pp.548-577.
41. Zumpano, L. V., Johnson, K. H. and Anderson, R. I. (2003). Internet Use and Real Estate Brokerage Market Intermediation, Journal of Housing Economics, vol. 12, pp.134-150.
42. Zumpano, L. V., Elder, H. W. and Anderson, R. I. (2000), The residential real estate brokerage industry: an overview of past performance and future prospects, Journal of Real Estate Research, 19(1-2): 189-207.
描述 碩士
國立政治大學
地政研究所
91923007
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0919230071
資料類型 thesis
dc.contributor.advisor 陳奉瑤zh_TW
dc.contributor.advisor Chen,Fung-Yiaoen_US
dc.contributor.author (Authors) 張欣民zh_TW
dc.contributor.author (Authors) Chang,Hsin-Minen_US
dc.creator (作者) 張欣民zh_TW
dc.creator (作者) Chang,Hsin-Minen_US
dc.date (日期) 2005en_US
dc.date.accessioned 14-Sep-2009 13:55:15 (UTC+8)-
dc.date.available 14-Sep-2009 13:55:15 (UTC+8)-
dc.date.issued (上傳時間) 14-Sep-2009 13:55:15 (UTC+8)-
dc.identifier (Other Identifiers) G0919230071en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/32410-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 地政研究所zh_TW
dc.description (描述) 91923007zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 隨著網路的崛起,傳統實體通路的存在價值與市場地位也飽受威脅,在市場上的實際演變,書店、銀行、證券、旅遊、機票等中介者的角色,明顯的已可被電子商務網站所取代,因此在國外已經有很多針對網路對實體通路產生「去中介化」之研究,在國內雖然也有類似的現象產生,但迄今還沒有類似的研究,所以本研究有開啟此議題研究先河之意義。
     
     與其他遭到「去中介化」產業或服務比較,不動產仲介業更倚賴「人」之中介角色,但其銷售之產品又具有高度不易「去中介化」的特性:異質性、高總價、少交易經驗等,所以其面臨「去中介化」之威脅,的關鍵因素是什麼,其受到「去中介化」衝擊之程度到底多大,都是本研究想要探討之課題。
     
     根據問卷調查,本研究發現交易成本是不動產仲介業面臨「去中介化」的關鍵原因,不過在目前之環境下,不動產仲介業還是不可能完全被不動產自售網站所取代,而不動產自售網站如果想要發揮自售之功效,還需多強化網頁內容呈現、提升網站知名度以及增加配套服務。
zh_TW
dc.description.abstract (摘要) Following the emerging of internet, traditional retail channels of books, banks, stocks, tourism and ticketing have faced the challenges from many internet-based businesses (electronic commerce) which eliminating intermediary between buyers and sellers make products or services to sell cheaper and faster. And there are many researches on such kind of disintermediation effects in foreign society. But till now there is not any kind of disintermediation study in Taiwan. This study is a beginning research of disintermediation in Taiwan.
     
     Though the real estate brokerage industry, which relying more on middleman (broker) than others, has the high-priced and idiosyncratic product features, it also faces the direct challenges from for-sale-by-owner (FSBO) websites. So the study tries to find out what is the key factor that caused the disintermediation and how far it goes in the real estate brokerage industry.
     
     The major findings of the study are that transaction cost is the real factor that caused the disintermediation, the functions and status of real estate brokers are still not easily to take place by FSBO websites and the later has to intensify content layouts, increase website’s reputation and offer extra services to attract more users to FSBOs.
en_US
dc.description.tableofcontents 目錄……………………………………………………………………………….……i
     圖目錄…………………………………...……………………………………………iii
     表目錄………………………...………………………………………………………iv
     
     第一章 緒論
     第一節 研究動機與目的…………………………………….……………1
     第二節 研究範圍與限制………………….…....................………………6
     第三節 研究方法與流程…………………………………….……………9
     
     第二章 理論基礎與相關文獻回顧
     第一節 「去中介化」的意涵……………………………………………11
     第二節 不動產仲介業、不動產網站與「去中介化」相關文獻…….…19
     第三節 代理理論與相關文獻……….....……..…………………………23
     第四節 交易成本理論與相關文獻….…..................................................28
     
     第三章 不動產仲介業中介化發展與業務流程分析
     第一節 台灣不動產仲介業發展及中介化發展……………………...…35
     第二節 台灣不動產仲介業務流程…………...…………………………40
     第三節 小結………………………………….………….……………….49
     
     第四章 實證研究
     第一節 問卷設計……………………………………...…………………51
     第二節 檢定之說明與意涵……...………………………………………57
     第三節 實證分析………………………....………………...……………61
     
     第五章 結論與建議
     第一節 結論…………………………………………………...…………..85
     第二節 建議……………..………………………...………………………88
     
     參考文獻
     一、中文文獻………………………………………………………………89
     二、英文文獻………………………………………………………………90
     
     附錄
     附錄一、國內不動產網站與電子商務網站分類……….…………………94
     附錄二、全國及各地區購屋搜尋者最常採用之搜尋管道比較…………94
     附錄三、本研究對不動產自售網站賣方電訪問卷內容…………………95
     附錄四、本研究對租屋網站出租方電訪問卷內容………………………96
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0919230071en_US
dc.subject (關鍵詞) 去中介化zh_TW
dc.subject (關鍵詞) 再中介化zh_TW
dc.subject (關鍵詞) 中介zh_TW
dc.subject (關鍵詞) 不動產仲介業zh_TW
dc.subject (關鍵詞) 自售網站zh_TW
dc.subject (關鍵詞) disintermediationen_US
dc.subject (關鍵詞) reintermediationen_US
dc.subject (關鍵詞) intermediaryen_US
dc.subject (關鍵詞) real estate brokerage industryen_US
dc.subject (關鍵詞) for-sale-by-owner websitesen_US
dc.title (題名) 不動產自售網站對不動產仲介業產生「去中介化」之研究zh_TW
dc.title (題名) A study of disintermediation effect on real estate brokerage industry by FSBO`s websitesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文文獻zh_TW
dc.relation.reference (參考文獻) 1. 吳佳靜,2002,影響使用者信任網站的因素之探討---以入口網站為例,東吳大學資訊科學研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 2. 李春長,1998,從搜尋理論來分析不動產市場聯賣資訊網制度,1998 年中華民國住宅學會第七屆年會論文集,頁265-279。zh_TW
dc.relation.reference (參考文獻) 3. 李春長,2000,國內房屋仲介業實施聯賣資訊網制度之研究,住宅學報,第9卷第2期,頁125-140。zh_TW
dc.relation.reference (參考文獻) 4. 李墾典,2004,消費者使用不動產銷售網站認知與態度之研究,逢甲大學土地管理學系碩士班碩士論文。zh_TW
dc.relation.reference (參考文獻) 5. 徐椿輝,1997,「網際網路線上服務品質評估模式之探討」,國立台灣科技大學企業管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 6. 張紹勳,2002,電子商店之關係品質模式-融合交易成本理論及科技接受模式的觀點,政治大學資訊管理研究所博士論文。zh_TW
dc.relation.reference (參考文獻) 7. 郭迺鋒,謝秀宜,王淑眉,2001,電子商務經營模式的不確定因素對企業獲利之影響,產業金融季刊,第110期,交通銀行企劃部編印。zh_TW
dc.relation.reference (參考文獻) 8. 陳奉瑤,黃佳鈴,2005,2005台灣地區房地產產業年鑑,行義文化出版有限公司。zh_TW
dc.relation.reference (參考文獻) 9. 陳義彥,洪永泰,盛杏湲等,2001,民意調查,國立政治大學選舉研究中心,五南書局。zh_TW
dc.relation.reference (參考文獻) 10. 彭建文,康尚德,2001,網際網路對不動產仲介經營績效之影響分析,都市與計畫,第28卷第2期,頁171-186。zh_TW
dc.relation.reference (參考文獻) 11. 黃宏原,2003,台灣房屋仲介網站服務功能之分析,中原大學資訊管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 12. 楊澤泉,陳勇順,2001,仲介服務、銀行服務與房地產市場,中華管理評論,第4卷第2期,頁97-107。zh_TW
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