隨著數位轉型與PropTech的快速發展，不動產經紀業的營運模式正面臨深刻變革。本文以台灣591房屋交易網與美國Zillow為比較案例，探討在數位平台經濟與政策改變的環境下，房仲角色與價值的重塑。研究背景源自於現代資訊透明化與顧客行為轉變，加上實價登錄2.0及平均地權條例等政策推動，使傳統房仲依賴的市場優勢被逐漸削弱。
本研究採質性方法，比較兩大平台的功能差異、營運模式九宮格及其對房仲職能的影響。研究結果顯示：（一）平台定位不同：Zillow以估價模型、資料庫與iBuyer形成「全流程數位中介」，展現平台深化交易的能力；相較之下，591因政策與市場結構限制，仍以資訊媒合為主。（二）直營與加盟體系數位能力分化：大型直營體系擁有自建平台與CRM優勢；中小型加盟店高度依賴591流量，因此更受平台收費與演算法變動影響。（三）顧客行為更理性自主：消費者多在接觸房仲前即透過平台掌握行情與社區資訊，使房仲角色由資訊提供者轉向驗證者與風險管理者。（四）平台對房仲形成雙面刃效應：平台提供高流量，但也提升依賴度，其政策或規則調整會直接影響業績。（五）性別視角凸顯專業多元性：女性房仲在細緻溝通、安全意識與數位互動上展現新優勢，呈現過去研究較少討論的差異化專業。
綜合而言，數位平台正在重新定義不動產經紀業的價值與角色，使房仲的專業由「資訊守門」轉向「顧問式服務」與「數據驅動決策」。平台技術、政策規範與消費者行為共同形塑新的人才需求，使房仲須具備數位行銷、資料解讀、議價設計與跨領域顧問能力，以維持市場競爭力。本研究同時指出，在平台化與政策變動快速發展的背景下，未來產業將更加重視：平台定位與介入程度的差異、直營與加盟體系之數位落差、顧客自主行為對專業價值的影響、平台依賴風險與策略調整，以及性別差異化專業角色的持續發展。

The rapid growth of digital transformation and PropTech is reshaping the operating logic of real estate brokerage. This study compares Taiwan’s 591 Real Estate Transaction Platform and the United States’ Zillow, examining how platform economy dynamics and regulatory changes are redefining brokerage roles and professional value. Against a backdrop of increasing information transparency, evolving consumer behavior, and policy shifts such as Taiwan’s Actual Price Registration 2.0 and the Equalization of Land Rights Act, traditional information‐based advantages held by brokers have been progressively diminished.
Using a qualitative research design, this study analyzes platform functions, Business Model Canvas structures, and the ways in which platforms influence brokerage competencies, based on literature review, secondary data comparison, and five in-depth interviews with experienced agents. The findings indicate: (1) Distinct platform positioning—Zillow operates as a “full-process digital intermediary” via valuation algorithms, data infrastructure, and the former iBuyer model, whereas 591 remains an information-matching platform shaped by local policy and market constraints. (2) Digital capability gaps across brokerage models—large franchisors and direct-operated brands possess stronger in-house digital and CRM systems, while small and medium franchises depend heavily on 591 and are more vulnerable to changes in fees or algorithmic rules. (3) More rational and autonomous consumer behavior—buyers commonly rely on online data before contacting agents, shifting brokers’ roles from information providers to validators and risk managers. (4) A double-edged relationship between platforms and brokers—platforms generate traffic yet intensify dependence, making agents’ performance sensitive to platform policies. (5) Gender-based professional differentiation—female agents’ strengths in communication, safety awareness, and digital interaction become more salient in platform-mediated environments.
Overall, digital platforms are redefining brokerage value, driving a transition from “information gatekeeping” to advisory, data-driven services. Platform design, regulatory environments, and consumer behavior collectively shape new professional requirements, compelling brokers to strengthen digital marketing, data interpretation, negotiation design, and cross-domain advisory skills. The study highlights five areas crucial for future industry development: platform positioning and intervention depth, digital disparities across brokerage models, consumer autonomy’s influence on professional value, strategies to mitigate platform dependence, and the evolving role of gender-differentiated expertise.

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