電子商務應用對房仲業績效之影響

Influence of E-Commerce on Real Estate Brokerage Performance

房仲業近年來大量運用電子商務系統，就業者的認知角度而言，其是否為房仲業帶來更高的企業績效？迄今未見具體之結論；而對於企業績效的認知衡量包含層面廣泛，但過去文獻的探討常以單一指標進行分析，同樣欠缺周延。是以本文從房仲業認知觀點，探討電子商務功能、電子商務投入、電子商務接受程度和房仲業企業績效之關係，以獲得各構面之間更周延與客觀的影響結果；本文透過問卷調查蒐集高雄市房仲業運用電子商務之認知情形，以線性結構方程模式進行實證分析。研究發現，電子商務功能與電子商務投入認知對房仲業之企業績效具有顯著正向影響；其次，電子商務功能與電子商務投入認知也對房仲業電子商務的接受程度呈顯著正向關係；惟本文研究無法支持房仲業電子商務接受程度會對企業績效有所影響；整體而言，房仲業認知電子商務的運用對房仲業績效具有正面之影響，未來應善加利用電子商務，以便獲得更高之企業績效。

Real estate brokerage uses the extensive e-commerce service and related marketing functions recently. This study used the e-commerce function， e-commerce input， and accepted degree of information technology to determine the impact of real estate brokerage business performance. This study conducted interviews and administered sales questionnaires to investigate the real estate brokerage of Kaohsiung using structural equation models as tools for analytical examples. The result displays the positive correlation on real estate brokerage business performance with e-commerce function and e-commerce input. In addition， it also displays the positive correlation on accepted degree of information technology with e-commerce function and e-commerce input. However， it is unable to support accepted degree of information technology to have the influence on the real estate brokerage business performance.