影音房仲網站互動性功能與使用者滿意度研究 The Study of User's satisfaction for interactive function of the real estate media website

Abstract
隨著資訊科技與寬頻技術不斷提升,目前房屋仲介網站,應用詳細的搜尋欄位以及多媒體技術,提供數位化的物件資訊,發展成可線上觀賞房屋物件之影音房仲網站。本研究以互動性觀點,歸納出影音房仲網站互動性功能,共7大類39個項目,運用內容分析法針對網站互動性功能進行分析,並透過網路問卷調查,瞭解使用者對影音房仲網站互動性功能之期望、滿意度與透過網站聯繫意願。 從內容分析結果得知,目前影音房仲網站在「交流回饋」功能與「個人化選擇」功能較為缺乏;不同經營型態網站在互動性功能採用上有相當之差異,整體而言以「房仲直營」型態表現較佳。 而在問卷調查結果中得知,使用者期望與設置現況仍有差距,在滿意度調查部分,「交流回饋」功能與「個人化選擇」功能滿意度最低。另外;從研究假設驗證之結果發現: (1)不同「教育程度」與「平均月收入」對「資料蒐集與情報提供」期望有顯著差異。(2)「不同網路使用資歷」對於「顧客支援功能」期望有顯著差異。 (3)不同「網路使用資歷」、「使用影音房仲網站資歷」與「平均每週瀏覽影音房仲網站時間」對「房屋資訊呈現方式」之期望有顯著差異。 (4)不同「平均每週瀏覽影音房仲網站時間」,對網站「互動式介面設計」期望有顯著差異。 (5)不同「年齡」對於網站「互動介面設計」、「顧客支援功能」、「房屋資訊呈現方式」滿意度以及「整體滿意度」有顯著差異。 (6)不同「年齡」、「教育程度」與「平均每週瀏覽影音房仲網站時間」對於透過網站聯繫意願有顯著差異。 (7)各構面互動性功能滿意度與整體滿意度及透過網站聯繫意願呈正向相關。 就此次研究與調查結果建議網站經營首先應加強「交流回饋」功能與「個人化選擇」功能,提供網站討論區增加使用者交流互動,並推出客製化的服務;另外;針對使用者所重視的「房屋資訊」建立品管制度,並為不同特徵的目標使用者規劃不同網站內容與推廣方式,以提高使用者之使用意願。
With continuing advance of information technologies and wideband technologies currently the websites of the real estate agents applied precise searching engines and multi-media technologies to provide digital housing object information on line. In view of the interactive prospect the research compressed the interactive functions of the website to 7 categories and 39 items. I applied the content analysis to analyze the interactive functions of the web site.In addition through a network questionnaire investigation I tried to understand user's expect value and satisfaction and wiliness of communication via the websites. According to the result of the content analysis presently the functions of“feedback”and“individualizing choice“is comparatively insufficient.The different business domains have different attitude toward the selections of the interactive functions.The overall web-site performance for the direct-sales housing agent is best among other similar kinds. The function of “feedback” and“individualizing choice”was proven worst performance among other functions. The founding of study proved the following. (1)The users with different education and the different level of monthly income have different expect value toward the materials collected and information offered by the web site. (2)Users with different experiences of using inter-net have different expect value on“the function of customer support”. (3)The expect value varied with perception of networking users with different experience of using internet and the similar housing web sites.The expect value was also effected by weekly consuming time of using such a website. (4)The expect value of“interaction of user's interface“ varied with perception of users consuming different length of time on browsing the website of housing agent. (5)Users at different ages have different satisfaction on overall web-site and on each function of“ interaction user’s interface“ ;“the function of customer supporting ”and“the method of displaying housing object”. (6)Willingness of communicating through the web site varied with user's age, education and consuming time on the web site. (7)The relation was proven positive among satisfaction on the interactive function;” overall satisfaction” and“willingness of communicating” through the web site. The research suggested the web site providers should enhance the functions of“feedback”and“exchange function” and“individualizing choiceas priority.Furthermore they should provide user’s forum for exchanging viewpoint and offer customizing service.Users valued“housing information”highly,therefore;they should set a quality control system.The website should plan the different content and the different way of promotion aiming at target groups, enabling to increase wiliness to use the website.
Description
Keywords
影音房仲網站, 房屋仲介, 互動性, 使用者滿意度, the real estate media web-site, real estate, interactive, user's satisfaction
Citation
Collections