本研究的目的欲探討房地產業消費者之涉入程度、資訊蒐集、知覺價值與行為意圖關係之研究。本研究透過全台房仲業者協助發放研究問卷，以房地產業消費者為研究對象，並採用非隨機的便利抽樣法的方式進行問卷調查，共發出300份，回收242份，扣除無效問卷40份，有效問卷為202份，有效問卷回收率83.47%。 本研究所得結論如下：1. 涉入程度對資訊蒐集、知覺價值與行為意圖具有顯著正向之影響。2. 資訊蒐集對知覺價值與行為意圖具有顯著正向之影響。3. 知覺價值對行為意圖具有顯著正向之影響。4. 資訊蒐集在涉入程度與知覺價值具有部分中介效果。5. 資訊蒐集在涉入程度與行為意圖具有部分中介效果。6. 知覺價值在涉入程度與資訊蒐集具有部分中介效果。7. 知覺價值在涉入程度與行為意圖具有部分中介效果。 The purpose of this study is to explore the relationships among involvement, perceived value and behavioral intention. in this study, data of taking real estate industry customers are collected by way of non-random sampling method to facilitate questionnaires, with a total of 300 questionnaires distributed. 242 questionnaires are received, in which 40 questionnaires are invalid such that 202 questionnaires are valid, and the effective response rate is 83.47%. The resulting conclusions of this study are listed as follows: 1. Involvement has a significant positive impact on Information Search, perceived value and behavioral intention respectively.2. Information Search has a significant positive impact on perceived value and behavioral intention respectively.3. Perceived value has a significant positive impact on behavioral intention.4. Information Search preserves partial mediation effect between involvement and Perceived Value.5. Information Search preserves partial mediation effect between involvement and behavioral intention.6. Perceived value preserves partial mediation effect between involvement and Information Search.7. Perceived value preserves partial mediation effect between involvement and behavioral intention.
