| Summary: | 碩士 === 國立屏東商業技術學院 === 不動產經營系 === 94 === In order to administer the real estate brokerage industry, the government has formally set up “Real Estate Broking Management Act” on 3rd Feb. 2002, which directly regulate the business, its quality and the authorized dealing of real estates. The real estate firms in Kaohsiung city have been increasing more than twice from 96 in 2002 to 220 in 2005. So the dealers have deeply recognized it’s really more difficult to draw customers and enhance their satisfaction as well as trustful relationship while confronting with the stress of business growth and roaring competition among the profession.
This research would use mainly structural equation model (SEM) to analyze how media information, agent attributes, brand image and consumer attitude influence interviewees’ (consumers’) will to trust estate agent for selling their houses. The results show media information would impact the brand image in consumers’ minds or change their attitudes to trust agents for selling houses. Besides, consumer attitude and the will to trust agents would be altered under the promotion of media information and agent attributes. Therefore, (1) the dealer should invest in advertisement and other informational resources to build up and reinforce brand image, so as to change consumer attitude and step up their brand preferences as well as the will to trust agent, (2) “personnel” is the dynamic resource for developing estate brokerage, and the quality of workforce would effect the brand image of estate agent firm, (3) consumer attitude would be influenced by the brand image, and the consumers would use the image to presume or keep their perception for the company’s quality. Meanwhile, the brand image could also represent all the information of a whole product, indicate whether consumers get direct stimulate or not, or whether consumers’ will to trust agent would be increased by the assurance and endorsement by the agent company.
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