制度信任、知覺風險、滿意度及行為意圖關係之研究--以成屋履約保證為例

A Study on the Relationship among Institutional Trust、Perceived Risks、Satisfaction and Behavior Intentions of Existing--Housing Contract Warranties

由於房屋交易金額龐大，標的物屬性及交易的協商行為複雜，往往超乎一般民眾的生活知識所能處理的，故糾紛頻傳，有鑑於此，業者推出成屋履約保證機制擬藉以降低購屋的風險。成屋履約保證的機制保證的承擔，是國內成屋交易秩序的新建構，是否得以順利推行關鍵在於消費屋者對其制度信任。換言之，消費者對成屋履約保證制度信任愈高，其消費者的知覺風險將降低，也連帶影響參與成屋履約保證的意願。因此本文乃藉由結構方程模式（SEM）建立制度信任、知覺風險、滿意度及行為意圖的理論模式，進一步針對高雄市消費者採隨機抽樣方式取得實證樣本180份加以驗證，藉以了解上述構面的相關性及因果關係。實證發現：（1）成屋履約保證的制度信任與知覺風險呈負向顯著影響，但與滿意度呈正向顯著影響；（2）成屋履約保證的知覺風險與滿意度、行為意圖呈負向顯著影響；（3）成屋履約保證的滿意度與行為意圖呈正向顯著影響；（4）不同參與意願會干擾整體的結構方程模。

Whereas it involves a large sum of money in housing trading; and whereas disputes arise frequently in housing trading as its nature of object and negotiation are too complicated for general people to deal with on their basic knowledge， the housing dealers present a Existing-Housing Contract Warranties to reduce the risk of purchase. The undertaking of bond in Existing-Housing Contract Warranties is a new construction of domestic housing trading order， in which the purchasers’ confidence is essential to the successful implementation of the Existing-Housing Contract Warranties. In another word， the more confidence the purchasers have， the more conscious risk are reduced in housing purchase， and subsequently impact their will to join in the Existing-Housing Contract Warranties. Based on the structural equation model(SEM)， a theoretical model for institutional trust， perceived risk， satisfaction and behavioral intention was created in this report to understand their correlations and causal relationship by verifying the 180 real samples randomly picked from the housing purchasers in Kaohsiung City. It was found in the verification that (1) the institutional trust on perceived risk， but significant positive impact on satisfaction;(2) the perceived risk had significant negative impact on satisfaction and behavior;(3) the satisfaction with Existing-Housing Contract Warranties had positive impact on behavioral intention;(4)different will to join in the Existing-Housing Contract Warranties had no interference with the overall structural equation model.