Studien har som syfte att undersöka vilka faktorer fastighetsmäklare anser påverka valet att ta ut pappaledighet och vilken roll organisationskulturen har i detta. Målet med studien är att svara på följande frågor:●Vilka faktorer anger pappor i fastighetsmäklarbranschen som avgörande för valet att ta ut pappaledighet?●Vilken roll spelar organisationskulturen?Studiens resultat har baserats på sex kvalitativa, semistrukturerade, intervjuer med fastighetsmäklare som antingen ska, är eller har varit pappalediga. Som teoretiskt ramverk användes främst Scheins tre nivåer av organisationskultur samt vetenskapliga publikationer som kopplade organisationskultur med pappaledighet och föräldraledighet. Resultatet visar på att inslag i organisationskulturen i mäklarbranschen är ett hinder som behöver hanteras för att främja jämställdhet på arbetsplatsen gällande föräldraledighet. Det krävs fördjupade studier sett till vilka åtgärder mäklarföretag bör vidta för att påverka förväntningarna kring mäklarnas ständiga tillgänglighet och att förändra bilden av idealmäklaren. / The purpose of this study is to examine which factors real estate agents consider to influence them in the choice of taking paternity leave and what role organizational culture has. The aim of the study is to answer following questions:●Which factors fathers specify within the real estate brokerage industry as crucial in the choice of taking paternity leave?●What role does organizational culture play?The result of the study is based on six qualitative, semi-structured interviews with brokers who either will, are, or have been on paternity leave. As theoretical framework Schein's three levels of organizational culture was mainly used followed by scientific publications that linked organizational culture with paternity leave and parental leave. The result show that organizational culture within the real estate brokerage industry is an obstacle that needs to be developed to encourage equality regarding parental leave in the workplace. In-depth studies seems required as to what actions real estate companies need to take to influence broker’s constant availability and change the image of the ideal broker.

服務業已成為國家經濟發展的重要基礎，如何提供良好的服務來滿足顧客，也成為相當重要的議題。而在組織中，員工面對顧客所展現的態度及行為皆代表著組織，員工服務的行為與經驗在與顧客互動的過程中，影響顧客對服務品質的認知，再者，房屋仲介業在服務業中具有相當重要的地位，房仲業者分店數全台已達五千多家，僅次於便利商店，因此本研究將以房仲業者為例，進行員工服務行為之內涵之探索，並探討房屋仲介業務人員，在銷售價格高低不同之房屋時，或面對不同類型的顧客需求時，所展現的服務行為內涵是否具有相同、相異之處。 　　本研究以台北市之房屋仲介業業務人員為研究對象，深度訪談49位具有8個月以上服務經驗之房仲業務人員與店主管，並將訪談內容逐字稿轉為可研究的項目 (item)，依內容相似性作分類，共產生10種不同的服務行為類別。研究結果顯示，不論房仲業務人員在銷售價格較高或較低的房屋時，或是其面對自住型或投資型需求之顧客時，大多會展現出公司所規定之服務行為；然而，當其在銷售價格較高的房屋時，與當其面對投資型需求（而非自住型需求）之顧客時，尚會展現出公司未明文規定之服務行為。 / Service industry has become an important foundation for national economic development. So how to provide better service to make customer satisfied has become an important issue. In service organization, employee’s behaviors and attitude toward customers are on behalf of organization. And employee’s service behavior in the process of interacting with customer will influence how customer perceives service quality. What’s more, the real estate brokerage industry plays an important role in service industry. The number of stores of real estate brokerage industry in Taiwan is more than 5,000 stores, only less than the number of convenience stores. Therefore, this study used the salespersons in real estate brokerage industry as sample to explore the first-line employee service behaviors. And this study discussed the similarities and differences in service behaviors when salesperson sold the houses with higher or lower price, and faced customers with different needs. 　　This study used a sample of the salespersons of real estate brokerage industry in Taipei. After interviewing 49 salespersons, whose working experience is more than 8 months, the study turned the transcripts into analyzable items. By the similarity of the items, this study classified the items into 10 categories. The result is that no matter the salespersons sold the house with higher or lower price, or faced customer need of consumption or investment, they mostly provided the organization expected customer service behaviors. But when they sold the house with higher price, or faced the customer need of investment, they even provided the more customer service behaviors which are not required.

隨著網路的崛起，傳統實體通路的存在價值與市場地位也飽受威脅，在市場上的實際演變，書店、銀行、證券、旅遊、機票等中介者的角色，明顯的已可被電子商務網站所取代，因此在國外已經有很多針對網路對實體通路產生「去中介化」之研究，在國內雖然也有類似的現象產生，但迄今還沒有類似的研究，所以本研究有開啟此議題研究先河之意義。 與其他遭到「去中介化」產業或服務比較，不動產仲介業更倚賴「人」之中介角色，但其銷售之產品又具有高度不易「去中介化」的特性：異質性、高總價、少交易經驗等，所以其面臨「去中介化」之威脅，的關鍵因素是什麼，其受到「去中介化」衝擊之程度到底多大，都是本研究想要探討之課題。 根據問卷調查，本研究發現交易成本是不動產仲介業面臨「去中介化」的關鍵原因，不過在目前之環境下，不動產仲介業還是不可能完全被不動產自售網站所取代，而不動產自售網站如果想要發揮自售之功效，還需多強化網頁內容呈現、提升網站知名度以及增加配套服務。 / Following the emerging of internet, traditional retail channels of books, banks, stocks, tourism and ticketing have faced the challenges from many internet-based businesses (electronic commerce) which eliminating intermediary between buyers and sellers make products or services to sell cheaper and faster. And there are many researches on such kind of disintermediation effects in foreign society. But till now there is not any kind of disintermediation study in Taiwan. This study is a beginning research of disintermediation in Taiwan. Though the real estate brokerage industry, which relying more on middleman (broker) than others, has the high-priced and idiosyncratic product features, it also faces the direct challenges from for-sale-by-owner (FSBO) websites. So the study tries to find out what is the key factor that caused the disintermediation and how far it goes in the real estate brokerage industry. The major findings of the study are that transaction cost is the real factor that caused the disintermediation, the functions and status of real estate brokers are still not easily to take place by FSBO websites and the later has to intensify content layouts, increase website’s reputation and offer extra services to attract more users to FSBOs.

台灣不動產仲介業，從1977年成立公司組織發展至今32年、不動產仲介業務網路化從1996年至今13年、公部門為不動產交易安全建置e-house從2007年開始運作至今2年，對照2002年至今台灣不動產仲介交易糾紛逐年攀升現象；顯見，付出高額仲介費用買屋及賣屋的不動產消費者，並未因不動產仲介業者的組織規模龐大、營業收入豐碩、網路發達，資訊科技精進及政府成立e-house網站，而得到較完備的不動產交易安全保障。 本研究以滿足消費者需求為基礎，並以提供網絡仲介不動產交易安全環境的“推動方式和實實務層面”為主題，從不動產仲介之起源、不動產仲介市場現況、不動產仲介問題、e-house現況及e-house問題等過程為論述軸線.探討不動產仲介作業流程、不動產仲介交易糾紛原因、不動產網路仲介交易運作、聯賣制度運作不成功、自售網之崛起及e-house網站的政策目標等課題，經由(1)以交易成本及代理理論為基礎的論證；(2)對現行管理仲介業者的不動產經紀業管理條例之法制面與規範的認知；(3)對不動產消費者、不動產服務業者、政府三方不動產網路仲介交易相關主體特性的瞭解; (4)對於民間不動產網站及官方e-house網站仲介交易實務與現行法制規範相互影響，造成推動不動產交易安全障礙的課題進行探討; (5)分析影響不動產消費者使用民間不動產網站及官方e-house網站存在仲介代理問題及高昂仲介費用的交易成本等相關文獻面、法制面、實務面及一般會員使用e-house的問卷調查。綜合研究顯示：(1)台灣不動產仲介業與政府本身皆存在影響不動產交易安全推動的問題；(2)不動產仲介業對消費者可能存在委託代理問題及使用不動產網站產生交易成本的疑慮；(3)不動產仲介交易產生的代理問題及交易成本，會影響消費者對不動產交易行為的決策形式；(4)消費者利用網路進行不動產交易，是一項極為專業且繁瑣的消費活動，不動產仲介交易過程必須專業分工，才能消弭或降低代理問題及交易成本，促進交易安全。 本研究針對影響消費者使用仲介網站交易不動產的問題，嘗試建構「e-house網路交易不動產示範網站」的新思維，提供消費者消除或減少代理問題和交易成本，以促進不動產交易安全；另一方面，也考慮到其他不動產專業人士的權益及政府行政效能的提升。新思維的內容包括(1)建構“整合仲介交易過程之不動產專業分工機制” (2)改造e-house成為「e-house網路交易不動產示範網站」(3)研擬不動產網站經營者之資格條件、不動產網站作業內容及消費者與不動產業者網路作業等規範,並建議政府從「政策面」、「法制面」、「資訊面」、「推動面」及「執行面」等五個構面制定配套措施，消弭或降低代理問題及交易成本，推動不動產交易安全。 關鍵字：不動產仲介業、不動產經紀人、交易成本理論、代理理論、代理問題、e-house網路交易不動產示範網站 / Taiwan real estate brokerage industry appeared as company organization in 1977. In 1996, the real estate brokerage business launched onto internet website. In 2007, Public Security Department setup “e-house” network platform. However, from 2002 till now, the real estate transaction disputes still increase annually. Obviously, large organized real estate firms, developed network, sufficient information nor “e-house” network platform will not guarantee consumers who pay high broker fees to receive better and comprehensive real estate transaction safety. This study is to provide “promoting and practicing aspects” to real estate transaction safety network environment to satisfy consumers’ demands. It intends to look into the starting of real estate brokerage business, the current status of real estate brokerage market, the real estate broker problems, the current “e-house” status and its problems by examining the process of Taiwan real estate brokerage, the real estate transaction disputes, the real estate broker operating network, the failure of MLS, the rise of free broker fee network, and the policy objectives of “e-house” network platform by: (1) Demonstration on the basis of transactional cost and broker theory; (2) Comprehension on the procedures and the norms of Real Estate Broker Management Act; (3) Understand the characteristics of three participants, government, real estate service providers and the consumers, in the real estate transaction; (4) Investigate the conflicts between real estate operation network and the existing regulations that makes the promoting real estate transaction safety to be difficult; (5) Analyze the cost structure between private brokerage system and the official “e-house” system and how a consumer may react to two different systems with regards to legal system, practice and survey. A general conclusion from research indicates the following: (1) Problems appear on both sides of private and government agencies to promote safer and more transparent real estate transaction (2) Real estate brokers have doubts on buyers/seller’s trust on representation issue and the actual transactional cost for using a on-line web-site (3) Cost and representation issue arising from the actual real-estate transaction may Affect forms of consumers’ decision making. (4) Procedures for making an online real estate transaction are very complicated for consumers. Professional brokers have to monitor every step of the way in order to eliminate representation issue, reduce transactional cost, and promote safer transactional security. This study focuses on the problems emerging from consumers using an online real-estate website, while trying to demonstrate a safe “e-house” network platform can actually complete the real estate transaction. Once consumers have enough trust in the “e-house” network platform, it could potentially reduce representation issue problems and transactional cost. On the other hand, this system also protects brokers’ privileges while enhancing government’s efficiency. New concepts to be discussed in this study will include (1) Create a professional and integrated real-estate transactional mechanism. (2) Transform “e-house” into a demonstrated network platform for online real-estate transaction. (3) Set strict standards for qualifying private brokerage to operate an online real-estate network platform, to provide website contents, and operational model between consumer and real-estate broker. (4) Propose necessary measures to government in five aspects: “policy”, “legal system”, “information”, “promotion”, “implementation”. Keywords: Real estate brokerage industry, Real estate broker, Agency theory, Transaction cost theory, Representation issue, E-house network of real estate transactions demonstration platform.