由於房屋的交易金額龐大而且具有高度的差異性無法像其他商品一樣生產完全相同產品，又一般消費者終其一生大都只能有少數的買賣經驗，再加上因為房屋仲介業組織經營型態不同、成員素質良莠不齊，業務人員對於倫理規範的認知也不盡相同，所以，本研究詴圖了解銷售人員屬性、信任與顧客滿意度對消費者購買意願之影響並加以探討與研究，以獲得各構面之間更周延與客觀的結果。本研究主要利用AMOS-17.0軟體建立結構方程式來進行信效度分析、整體模式分析、驗證分析與中介效果，並探討銷售人員屬性、信任與顧客滿意度對消費者購買意願的影響。本研究以台北市、台中市之消費者為調查對象，採用便利抽樣，發放問卷共500份，回收400份，其中無效問卷42份，有效問卷358份，有效問卷回收率71.6%。研究結果顯示，本研究之假設除了顧客滿意度對購買意願不成立外，其餘皆成立。 Because of the house transaction amount is huge and has the high difference to be unable likely the same as other products, and most of consumers in their life only have a small number of trading experience, because the real estate that different types of organization management and members of different quality, the salespersons are also different regarding with business ethics. Therefore, this study attempts to understand that the salesperson’s attribute, trust, customer satisfaction, on consumer purchase intentions to explore and research, so that it can obtain distribution and objective results between each variables. Structural Equation Model is used to perform descriptive statistics analysis, reliability & validity analysis, hypothesis analysis, intervening analysis. The targets of this research are customers in Taipei and Taichung. This research adopts a convenience sampling method. 500 questionnaires were issued. 400 of them were retrieved, out of which 42 are invalid and 358 are valid. The research results show that all hypothesis are support in our research.
