在台灣，利用網路來獲得主要資訊已為普遍現象，因此房屋仲介業大幅投入成本經營房仲電子商務網站，行銷網站與提供顧客買賣屋相關資訊及房屋資料。當品牌投入資源於網站經營與行銷的同時，這些投入的行銷成本與網站營運的內容是否能協助從事相關產業的人員增加工作質與量的表現，目前並無研究以問卷調查來分析兩者之間的關係，因此研究目的為透過此研究，作為房仲產業投入相關成本時，對於內部所應採取的策略與作法作為相關之參考。
本研究資料蒐集乃透過電子問卷蒐集，共回收有效問卷 200 份，採用敘述型統計與相關分析驗證，結果發現：（1）房仲網站口碑與顧客滿意度具有正向關係；（2）房仲網站口碑與品牌形象具有正向關係；（3）品牌形象與顧客滿意度具有正向關係；（4）認知價值與顧客滿意度具有正向關係；（5）品牌形象與認知價值具有正向關係；（6）房仲網站口碑與認知價值具有正向關係。

It becomes very common to obtain most Information from the Internet in Taiwan. Therefore, realtors invest huge to operate their real estate e-commerce websites in order to promote their brand and offer another way for their customers to look for the information of the properties and transaction of houses. Through the research, we can evaluate if cost and the expected result of real estate agents are related when a brand put their effort in operating the website and marketing at a time and if the marketing cost and content on the website will be useful and make agents rely on them or not; whether it can increase the service satisfaction of other fellow workers through word of mouth of websites and elevation of brand image. It can be a reference for future realtor related business to invest and the cost of marketing from the result of this research.
This research used e-questionnaires and collected 200 effective result ones. Using narrative analysis of statistics and related verification, we found that (1) Word of mouth of realtor website and satisfaction of customer are in positive relationship. (2) Word of mouth of realtor website and brand image are in positive relationship. (3) Brand image and perceived value are in positive relationship. (4) Perceived value and customer satisfaction are in positive relationship. (5) Brand image and perceived value are in positive relationship. (6) Word of mouth of realtor website and perceived value are in positive relationship.

中文文獻
江正信（2000），高階經營團隊與企業策略決策模式、組織學習傾向、創新能力及經營績效之關聯研究，國立成功大學企研所，未出版碩士論文。
李墾典（2004），消費者使用不動產銷售網站認知與態度之研究，逢甲大學土地管理研究所碩士論文。
林合怡（2009），金融海嘯後影響壽險業務人員績效因素之探討，碩士論文，實踐大學企業管理研究所，台北。
康譽瓊（2001），內部行銷作為、行為評估、工作滿足和顧客導向之研究－以證券營業員為例，國立中山大學企業管理研究所碩士論文。
張力仁（2000），影響中小企業管理者導入電子商務因素之研究，國立東華大學國際企研所，未出版碩士論文。
許乃文（2007），電子商務對企業績效之影響-以高雄市房屋仲業為例，屏東商業技術學院，不動產經營系（所），碩士論文。
黃宏原（2004），台灣房屋仲介網站服務功能之分析，中原大學資訊管理研究所碩士論文。
黃英忠（1993），現代人力資源管理，台北：華泰文化。
網站資料
MBA智庫百科http://wiki.mbalib.com
行政院研究發展考核委員會(2012)，101年個人/家戶數位機會調查報告，http://www.rdec.gov.tw/public/Attachment/312113493071.pdf
IDC（2012），2012年第三季台灣手機市場- Android智慧手機市佔續創新高，比重達到96%，http://www.idc.com.tw/about/407.html。
郭育玲（2012），由企業文化看品牌網站建置，http://cpc.tw/consultancy/article/323。
英文文獻
Aaker, David A. (1991), Managing Brand Equity, New York: The Free Press.
Anderson, E. W. and M. W. Sullivan (1993), “The Antecedents and Consequences of Customer satisfaction for Firms,” Marketing Science 25-43.
Armstrong, Gary and Philip Kotler (2000), Marketing: An Introduction, N.J.: Prentice Hall.
Arndt, J. (1967), “Role of Product-related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, 4, 291-295.
Berry, L. L. (1981), “The Employee as Customer,” Journal of Retail Banking, 3(March), 25-28.
Biglaiser, G. (1993), “Middlemen as experts, RAND,” Journal of Economics, 24:1, 212-223.
Blackwell, R.D., Miniard, P.W., & Engle, J.F. (2001), Consumer Behavior, 9th edition. New Jersey: Harcourt College Publishers.
Bone, P. F., (1995), “ Word-of-mouth Effects on Short-Term and Long-Term Product Judgments,” Journal of Business Research, 32 (3), 213-223.
Bristor, Julia M. (1990), “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships,” Research in Consumer Behavior, 4, 350-62.
Cardozo, R.N., (1965), “An Experimental Study of Customer Effort, Expectation and Satisfaction,” Journal of Marketing Research, 2, 244-249.
Cheung, C. M. K., & Thadani, D. R. (2010), The Effectiveness of Electronic Word-of-MouthCommunication: A Literature Analysis, Paper presented at the 23rd BLED eConference on eTrust.
Czepiel, P. & Rosenberg, J.E. (1976), “Product Performance and Consumer Satisfaction: A new Concept,” Journal of Marketing, 40 (23).
Dalakas V & Levin AM (2005), “The Balance Theory Domino: How Sponsorships May Elicit Negative Consumer Attitudes,” Advances in Consumer Research, 32, 91-97.
Day, R.L. (1977), “Extending the Concept of Consumer Satisfaction,” Advances in Consumer Research, 4,149-154.
Dellarocas, C. & Narayan, R. (2006), “A Statistical Measure of a Population’s Propensity to Engage in Post-Purchase Online Word-of-Mouth,” Statistical Science, 21 (2), 277-285.
Dichter, Ernest (2000), “How Word-of-Mouth Advertising Works,” Harvard Business Review, 44 (6), 147-166.
Dobni, D. and Zinkhan, G. M. (1990), “In Search of Brand Image: A Foundation Analysis,” Advance in Consumer Research, 17, 110-119.
Dodds, W. B., Monroe K. B., & Growl, D.(1991), “Effect of price brand and store information on buyers’ product evaluation,” Journal of Marketing Research, 18 (8), 307-319.
Fredericks, J.O. & Slater,M.(1998), “What does Your Customer Really Want?,” Quality Progress, 31, 63-65.
Frenzen, J. & Nakamoto, K.(1993), “Structure, cooperation, and the flow of market information,” Journal of Consumer Research, 20,360-376.
Goyette, Isabelle, Ricard, Line, Bergeron, Jasmin & Marticotte, François (2010), “E-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context,” Canadian Journal of Administrative Sciences, 27 (1), 5-23.
Gronroos, C. (1990), Service Management and Marketing-Managing the Moments of Truth in Service Competition, U.S.:Lexington Books.
Gwin, C. R. (2004), “International Comparisons of Real Estate E-Information on the Internet,” Journal of Real Estate Research, 26 (1), 1-22.
Hemple, D.J., (1977), Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement, The Conceptualization of Consumer Satisfaction and Dissatisfaction, H.K. Hunt ed, Cambridge, Mass: Marketing Science Institute.
Hennig-Thurau, T. & Walsh, G. (2004), “Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet,” International Journal of Electronic Commerce, 8 (2), 51-74.
Henning-Thurau, T., K. P. Gwinner, G. Walsh and D. D. Gremler, (2004), “Electronic Wond-of-Mouthh via Consumer-Opinion Flatforms: What Motivates Consumers to Articulate Themselves on the Internet?,” Journal of Interactive Marketing, 18 (Win), 38-52.
Herr, P. M., Frank R. K., & Kim, J., (1991), “Effects of Word-of-Mouth and Product Attribute Information on Persuasion: an Accessibility–Diagnosticity Perspective,” Journal of Consumer Research, 17 (4), 454-462.
Hogan, John, Katherine Lemon, and Barak Libai (2004), “Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness,” Journal of Advertising Research, 44 (3), 271-280
Howard, J.W., Sheth, J.N., (1969), The Theory of Behavior, New York, John Willey and Sons.
Janes, W. N., & Sasser P. L. (1995), “Involvement, Attributions, and Consumer Responses to Rebates,” Journal Business and Psychology, 9 (3), 279-297.
Joseph, W. B. (1996), “Internal Marketing Builds Service Quality,” Journal of Health Care Marketing, 16 (1), 54-59.
Knill, B. (2000), “How to Make E-commerce Work for You,” Material Handling Management, 55 (5), 48-51.
Kotler, P. (1991), Marketing Management: Analysis, Planning, Implementation, and Control, New Jersey: Prentice-Hall.
Kotler, P. (1994), Marketing Management – Analysis, Planning, Implementation and Control, 8th ed., Prentice-Hall, Englewood Cliffs, NJ.
Levesque, T. J., & McDougall, G. H. G. (2000), “Service problems and recovery strategies: An experiment. Revue Canadienne Des Sciences De l’ Administration,” Canadian Journal of Administrative Sciences, 17 (1), 20−37.
Liu, Y. (2006), “Word-of-Mouth for Movies: Its Dynamics and Impact on Box Office Receipts,” Journal of Marketing, 70 (3), 74-89.
Michael Trusov, Randolph E. Bucklin and Koen Pauwels (2009), “Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site,” Journal of Marketing, 73, 90-102.
Neal, W. D. (1999), “Satisfaction is Nice, but Value Drives Loyalty,” Marketing Research, 11 (1), 21-23.
Oliver, R.W. (2000), “The Seven Laws of E-commerce Strategy,” Journal of Business Strategy, 21 (5), 8-10.
Parasuraman, A. (1997), “Reflections on Gaining Competitive Advantage Through Customer Value,” Journal of the Academy of Marketing Science, February, 154-161.
Parasuraman, A., Zeithaml, V.A. & Berry, L. L. (1991), “Refinement andReassessment of the SERVQUAL Scale.”, Journal of Retailing, 67, 446-449.
Parasuraman,A.,Zeithaml,V.A. and Berry,L.L. (1988), “SERVQAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64 (1), 12-40.
Park, C. W., Jaworski, B. J. and MacInnis, D. J. (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, 50 (October), 135-145.
Patterson, P. G., & Spreng, R. A. (1997), Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination,” International Journal of Service Industry Management, 8 (5), 414−434.
Petrick, J. F. (2002), “Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service,” Journal of Leisure Research, 34 (2), 119-134.
Pffaf, Martin. (1977), The Index of Consumer Satisfaction:Measurement Problem and Opportunity, in The Conceptualization of Consumer Satisfaction and Dissatisfaction. H. Keith Hunt, Cambridge, Mass: Marketing Science Institute.
Reichheld, F. F. & Sasser, W. E. Jr. (1990), “Zero Defections: Quality Comes to Services,” Harvard Business Review, 68 (5), 105-111.
Reynolds, G. (2006), An army of Davids: How markets and technology empower ordinary people to beat big media, big government, and other Goliaths. Nashville, TN: Thomas Nelson.
Richins, M. L., & Root-Shaffer, T. (1988), “ The Role of Involvement and Opinion Leadership in Consumer Word-of-Mouth: an Implicit Model Made Explicit,” Advances in Consumer Research, 15 (1), 32.
Romaniuk,J.& Sharp,B.(2003), “Measuring Brand Perceptions: Testing Quantity and Quality,” Journal of Targeting, Measurement and Analysis for Marketing, 11 (3), 218-229.
Roth, M. S. (1995), “The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies,” Journal of Marketing Research, 32, 163-175.
Schermerhorn, J. R., (1989), Management for Productivity, 3rd Ed. New York, John Wiley and Sons.（陳靜怡譯，1999，管理學。台北：台灣西書。)
Singh, J., (1991), “Understanding the Structure of Consumers’ Satisfaction Evaluations of Service Delivery,” Journal of the Academy of Marketing Science, 19 (3), 223-244.
Urban, Glen (2005), Don’t Just Relate: Advocate! A Blueprint for Profits in the Era of Consumer Power. Philadelphia: Wharton School Publishing.
Wirtz, J., Chew, P., (2002), “The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behaviour,” International Journal of Service Industry Marketing, 13 (2), 141-162.
Woodruff, R.B. (1997), “Customer Value: The Next Source for Competitive Advantage,” Journal of The Academy of Marketing Science, 25, 139-153.