房地產乃是百業龍頭，影響國家經濟甚鉅，亦是國家經濟指標之一，又與居住品質、工作環境、自然環境、資源利用等息息相關，對生活影響至關重要。仲介人員的言行是左右標的物價格、交易安全、交易公平性、成交率乃至市場波動之重要因素。因此，本研究以問卷調查方式，進行分析並探討不動產仲介人員銷售說服技術對消費者購買意圖之影響，以利其買賣行為並提出建議。 本研究將銷售說服技術區分為展現辛苦?、建立正面形象、塑造產品價值、創造議價幅?、維持購屋慾望等五類型，研究結果顯示此五類話術皆對消費者購買意圖具有正向極顯著影響，而消費者在面對仲介業者未經話術修飾的內容時則會降低購買意圖。此外，消費者面對話術時的反應會因為學歷、居住地區、?所得等因素而有所不同。 Real estate is one of the major industries and also an important indicator of national economics. It's an accumulation of living, working, environment and natural resources that directly impacts people. The behavior of realtor is a key factor to pricing, fair trading, trading security, volatility and even price trend. Therefore, this study based on the questionnaire survey analyze and explore the impact of the "assessing the influence of real estate agents' marketing persuasion techniques on purchasing intention of consumers" and recommends how to facilitate the deals. There are 5 indicators in this study including the efforts of real estate agents, positive image projecting, shaping the value of property, showing bargaining power and maintaining purchase intention of consumers. The study result shows that all 5 indicators are significantly positive to purchase intention of consumers. Besides, consumer's response vary according to their own educational background, living locations, annual incomes and other factors.
