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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/140004


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/140004


    Title: 探討聊天機器人對於消費者和房地產的影響
    Discussion on the impact of Chatbot on the consumer and real estate market
    Authors: 林正揚
    Lin, Cheng-Yang
    Contributors: 陳立民
    林正揚
    Lin, Cheng-Yang
    Keywords: 房地產
    聊天機器人
    預售屋
    服務藍圖
    代銷業
    Real estate
    Chatbot
    Pre-sale home
    Service blueprint
    Agency sale
    Date: 2022
    Issue Date: 2022-05-02 15:05:27 (UTC+8)
    Abstract: 聊天機器人是近年來企業非常喜歡用的工具，隨著時間和技術發展，各產業使用的比例不斷上升，根據不同產業特性，聊天機器人也有不同的使用方式和特點。而食衣住行是一生必須不斷思考的議題，當中以「住」可說是最重要的，因為涉及的金額最高、價值最難衡量。台灣房地產市場近年來以「預售屋」買賣最為火紅，主要是它提供年輕人較低的入手門檻，能擁有自己的房子，此外也提供建商資金作為融資手段，是對買賣雙方雙贏的商業模式。本研究欲探討此種商業模式的銷售過程是否存在問題，而聊天機器人應用是否可以解決這些問題和提出改善。

    由於房屋買賣的行為屬於服務業，因此本研究以服務本質作為探討方向，並使用服務藍圖作為分析銷售流程的方法，以視覺化的方式解構流程中的接觸點，接著進行深度訪談。分別訪問有銷售經驗的代銷業務人員和預售屋看房經驗的消費者，從訪談中找出流程中的痛點和潛在問題，作為流程改善的方向。本研究使用聊天機器人作為流程改善的解決方法，分析已使用在房仲業的聊天機器人的特性和採用較適合的特性，最後將聊天機器人導入於服務藍圖。雖然代銷業有悠久的發展歷史且近年來有很好的銷售表現，但從研究結果發現預售屋銷售流程仍存在不少問題。分析結果可將問題分成兩個部分，分別是代銷業對於資通訊系統使用落後和資訊觀念不夠透明，本研究會深入探討這些問題對於消費者和代銷公司的影響，接著使用聊天機器人功能與特性解決代銷業於資訊相關和流程的問題，並讓消費者在進行預售屋買賣時，獲取更多資訊、提升消費權益。目前對於聊天機器人於房地產應用之相關文獻非常稀少，期許本研究結果能提供未來相關研究做為參考、有所幫助。
    Chatbots are a tool that companies like to use very much in recent years. With the development of time and technology, the proportion of use in various industries continues to rise. According to the characteristics of different industries, chatbots also have different ways and characteristics of use. Food, clothing, housing, and transportation are issues that must be constantly considered throughout life. Among them, “living” is the most important, because the amount involved is the highest and the value is the most difficult to measure. In the Taiwan real estate market in recent years, "pre-sale houses" have become the most popular, mainly because it provides young people with a lower entry threshold to own their own houses, and also provides construction funds as a means of financing, which is a win-win business for both buyers and sellers. model. This study aims to explore whether there are problems with the sales process of this business model, and whether chatbot applications can solve these problems and suggest improvements.
    Since the behavior of home buying and selling belongs to the service industry, this research takes the nature of service as the direction of discussion, and uses the service blueprint as a method to analyze the sales process, deconstructing the touch points in the process in a visual way, followed by in-depth interviews. Interviews with sales agents with sales experience and consumers with experience in pre-sale house inspections, to find out the pain points and potential problems in the process from the interviews, as the direction of process improvement. This research uses chatbots as a solution for process improvement, analyzes the characteristics of chatbots that have been used in the real estate industry and adopts more suitable characteristics, and finally introduces the chatbots into the service blueprint.

    Although the agency sales industry has a long history of development and has achieved good sales performance in recent years, it is found from the research results that there are still many problems in the pre-sale home sales process. The results of the analysis can be divided into two parts, namely the backward use of information and communication systems in the agency industry and the lack of transparency in the concept of information. This research will deeply explore the impact of these problems on consumers and agency companies, and then use chatbot functions and features to solve them. The agency sales industry is concerned with information-related and process issues, and allows consumers to obtain more information and enhance consumer rights when conducting pre-sale house sales. At present, there are very few related literatures on chatbots in real estate applications.
    The results of this study can provide future related research as a reference and help.
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    105363009
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105363009
    Data Type: thesis
    DOI: 10.6814/NCCU202200402
    Appears in Collections:[MBA Program] Theses

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