網際網路對不動產仲介業經營績效之影響分析

INTERNET'S IMPACT ON REAL ESTATE BBOKERAGE PERFORMANCE IN TAIWAN

本研究以接受委託物件數量與營業額反映不動產仲介業者之經營績效，探討網際網路對於不動產仲介業者經營績效之影響，發現目前已有超過80%的不動產仲介業者使用網際網路公佈物件資訊，而仍未使用的業者中，亦有超過一半計畫在不久的將來使用，顯示將物件資訊上網流通已成為不可避免的趨勢。不過，就本研究實證結果來看，使用網際網路公佈物件資訊對於委託物件數量雖有顯著的正面影響，且愈早使用網際網路公佈物件的業者，其接受委託物件的數量亦明顯增加，但使用網際網路公佈物件資訊對於營業額的回饋效益則未達到顯著水準，顯示短期要將網際網路對於委託物件開發的助益轉化為營業額仍有相當程度的困難必須克服。

This study examines Internet's impact on performance of Taiwan's real estate brokerage industry by using entrusted properties and sale volume. We found that more than 80% of real estate brokerage firms offer their property listings on websites, and among those that still do not, over half plan to do so in the coming years. It appears that offering property listings on a website is an unavoidable trend. However, the empirical result reveals that although using the Internet can help real estate brokerage firms to get more entrusted properties to sell, and the increase of entrusted properties is positively related to the time of using the Internet, the sales volume did not increase significantly.