當前國內房仲業者正面臨著經濟不景氣、房地合一稅等因素之影響，導致不動產交易量逐年下降，且臺灣經濟研究院2016年預判，國內不動產交易量短期間難有回升跡象，顯示國內房仲業經營將日益困難，在外部經濟環境、稅制法規帶來無法避免的同時，房仲業者應儘速跳脫過去僅提供房市產品的經營模式思維，轉由以顧客對房仲業者的期許為主要考量利基，並透由與顧客進行溝通的機會，找出顧客需求所在，進一步與顧客共同創造雙方所需價值，提高顧客對房仲業者的信任及忠誠度，提升房仲業者經營績效，逆轉當前房仲產業所遭受景氣波及之影響，進而帶動整體不動產交易量逐年回溫。
本研究採用Elsharnouby (2015) 及Verleye (2015) 所提出「co-creation behavior」共同創造理論為模型基礎，並針對國內曾經與房仲業者進行不動產交易行為之顧客進行紙本及網路問卷調查進行統計分析，期探討房仲業者品牌聲譽、員工專業能力、服務互動品質、認知有效益等構面，是否與共同創造價值及顧客滿意度呈現正向顯著關係，有效問卷樣本計回收155份。
分析結果顯示，認知有效益對顧客共創價值影響程度呈現正向顯著關係，而顧客共創價值則與顧客滿意度也呈現正向顯著關係，證明當前及未來房仲業者與顧客共創價值將是不可或缺的重要一部分。另本研究結果期能提供房仲業者作為參考依據，協助房仲業者即早提出與顧客共創價值因應方案，以維持房仲產業競爭優勢先機。

The current domestic real estate industry is facing the economic downturn, the combination of real estate tax and other factors, resulting in the decline of real estate transactions. Real estate Company industry should be quickly jumped off the past only to provide the real estate product management mode thinking, transferred through the opportunity to communicate with customers, identify customer needs, and further with customers to create value of the customer.
This study adopts the Elsharnouby (2015) and Verleye (2015) theory of "co-creation behavior, " and aiming at the domestic customers who have carried out real estate transactions. Questionnaire survey and statistical analysis was conducted to investigate the issue of real estate company’s perceived employee competence, customer – administrative/IT interaction, cognitive experience, etc. Whether with the common creation value and customer satisfaction present positive relations. The effective questionnaire sample size is 155 copies.
The results show that the cognitive experience has positive relation to customer-creating value. While the customer creates value and customer satisfaction also presents positive relationship, proves that the current and future of the housing industry and customers to create value will be an indispensable part. Another result of this research can provide the real estate industry as a reference basis, to assist the real estate company to create the value of the customer

Keywords：Real estate company industry of transactions, Customer–administrative/IT interaction, Perceived Usefulness, PU, Co-creation..

論文審定書 i
摘要 ii
ABSTRACT iii
目錄 iv
圖次 vi
表次 vii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 品牌聲譽 4
第二節 員工專業能力 5
第三節 服務互動品質 6
第四節 認知有效益 7
第五節 「顧客共創價值」 7
第六節 顧客滿意度 8
第參章 研究設計 10
第一節 研究架構與假設 10
第二節 操作型定義及衡量方法 11
第三節 問卷架構 19
第四節 資料分析方法 22
第肆章 資料分析與討論 24
第一節 樣本特性分析 24
第二節 信度分析 36
第三節 效度分析 38
第四節 研究構面之相關分析 44
第五節 使用者態度影響因素分析 48
第六節 人口統計變數 52
第伍章 結論與建議 71
第一節 研究結論 71
第二節 管理意涵 73
第三節 研究限制與建議 73
第四節 後續研究建議 74
參考文獻 76
附錄 研究問卷 79

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