Covid-19疫情之下，消費者行為改變，加速企業在線上體驗的成熟和重視，本研究針對房仲業者在線上提供的VR虛擬實境看屋和語音導覽環境服務，探究線上服務品質對於消費者心理狀態的影響，進一步探討，消費者對於房仲業者線下實體服務使用意圖。
本研究模型為S-O-R理論模型，結合媒體豐富度理論、社會臨場感理論、遠距臨場感理論、電子商務服務品質理論，探討消費者在線上尋找租屋、賣屋、買屋、新建案的搜尋時，對於國內前十大房仲業者提供的線上看屋的多種體驗，進行分析探究。企業網站承載多功能對於消費者的心理狀態和感知的影響，那些心理狀態會進一步的影響消費者的行為意圖，另一面，有哪些不會影響。
研究結果顯示，線上看屋的虛擬實境越接近真實，臨場感越強烈，對於消費者線上體驗的娛樂性和正面情緒有顯著影響，娛樂性和正面情緒會正向的顯著影響消費者使用房仲業者線下實體服務的意圖。
另一方面，房仲網站線上服務品質越完整，立即反應能力完善，對於消費者信任程度的正向影響非常顯著，完善的線上服務，完全可以減少消費者再預約線下實體看屋的意圖，線上和線下服務界線越來越模糊。

Under the Covid-19 epidemic, changes in consumer behavior have accelerated the maturity and emphasis on online experience of enterprises. This study aims at the VR virtual reality house viewing and audio guide environment services provided by real estate brokers online, and explores the impact of online service quality on the impact of online service quality. The influence of consumers' psychological state, and further explore the consumers' intention to use the offline physical services of real estate brokers.
This research model is the S-O-R theoretical model, which combines the theory of media richness, social presence theory, telepresence theory, and e-commerce service quality theory to analyze and explore the online viewing experience provided by the top ten domestic real estate brokers.
The research results show that the virtual reality of online house viewing which has a significant impact on the entertainment and positive emotions of consumers' online experience, and significantly affect on consumers offline service usage intention.
On the other hand, the more complete the online service quality of the real estate website, the better the immediate response ability, the more significant the positive impact on consumers' trust can completely reduce consumers' intention to make an offline physical viewing.

論文審定書i
論文公開授權書ii
致謝iii
摘要iv
Abstractv
目錄vi
圖次viii
表次ix
第一章 緒論1
研究背景1
研究動機2
研究問題與目的3
研究方法與流程3
第二章 文獻探討5
服務品質5
S-O-R模型7
社會臨場感8
媒體豐富度理論9
第三章 研究方法11
研究模型11
研究假說11
操作型定義14
研究設計15
第四章 資料分析19
樣本基本資料分析19
衡量模型21
結構模型及假說驗證33
第五章 結論與建議37
研究結果與建議37
理論與實務意涵39
研究限制與未來研究方向41
參考文獻43
附錄 本研究正式問卷49

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