本研究針對房屋本身具有高度異質性、昂貴性、耐久性、低重複購買頻率、消費與投資雙重性等特性，使得一般行銷研究結果，套用在解釋購屋搜尋行為可能產生問題。但以往房屋市場之搜尋行為研究，多著重價格之搜尋，且忽略其他管道使用情形，難以全面窺視購屋者之搜尋行為，故本研究依據前述房屋主要的幾個特性，藉由回顧搜尋行為相關理論與文獻提出研究假說，透過存活分析法與多項邏輯特模型進行實證，重新審視購屋者之搜尋行為。 首先，考量房屋不同於一般消費性商品之特性，可能使得一般行銷研究結果，套用在解釋購屋搜尋行為時產生問題，故以存活分析探討這些特性對搜尋期間可能造成的影響。研究結果發現購屋目的顯著影響搜尋期間，且購屋者在搜尋時會同時重視產品與價格，其重視程度增加將拉長搜尋期間，而時間壓力對搜尋期間影響則不顯著。最後，透過仲介購屋之購屋者，因為可供考慮物件增多，且服務費用多寡與取得物件數量無關，因此，其搜尋期間較自行搜尋者增加。研究結果在實務上的意涵為，當景氣處於較低迷時，業者應多提供購屋者關於產品之外部資訊，特別是與家戶切身相關之房屋資訊，並極力避免價格戰，而仲介業者也應重新檢討目前的服務方式，以期達成協助購屋者迅速成交之企業訴求。 而房屋的消費與投資雙重性與經驗財之特性，使得個人對房價的認知與預期的差異，影響其搜尋期間，而產生有限理性之決策。本研究以存活分析探討個人目前房價認知與未來房價預期差異對搜尋期間的影響。結果顯示定錨效應確實影響購屋搜尋行為，在納入個人目前房價認知後，自住者對房價看法看漲者參考點較高，搜尋期間縮短，反之，看跌者搜尋期間較長。也就是對目前房價看法越樂觀，但對一年後房價看法悲觀者，其參考點向下修正幅度越高。研究結果主要貢獻在釐清購屋搜尋行為為有限理性決策，房價看法應由目前房價認知與未來房價預期共同構成，且未來房價預期有加強定錨效應的情況。 除前述特性以外，房屋尚有低重複購買頻率的特性，雖然相關研究證實經驗確實會影響搜尋期間，卻忽略租屋經驗可能造成的影響，特別是租屋搜尋與購屋搜尋有部分相似，但以往卻少有研究討論，更遑論深入分析兩種經驗個別對購屋搜尋行為的影響。本研究透過存活分析法，去探討購屋經驗、租屋經驗，對預售屋、成屋購屋搜尋行為的影響。研究結果顯示，就購買成屋部分，相對於無任何經驗之購屋搜尋者，租屋經驗與搜尋期間為正向關係，購屋經驗與搜尋期間為負向關係。而仲介服務則有助於提升中度經驗者之經驗水準，縮短其搜尋期間。就購買預售屋部分，僅購屋經驗有顯著負向影響，但租屋經驗似乎難以延伸至預售屋之購買。研究結果主要貢獻在於，釐清先前租屋經驗確實可延伸至本次的購屋搜尋，而購屋經驗對購屋搜尋期間之影響為負向，租屋經驗對搜尋期間影響為正向，且兩者對預售屋、成屋之購屋搜尋期間影響不同，故在進行分析與研究結論的引用時，應予以分別討論。 除探討搜尋期間外，本研究更針對含個人來源與商業來源不同管道對搜尋期間之影響進行討論。研究結果顯示，購屋者資訊搜尋管道之選擇，以商業來源與混合來源居多，且常使用含個人來源搜尋之購屋者，搜尋期間較有使用商業來源者短。此結果表示對購屋者而言，搜尋管道並非互斥，購屋者會努力使用不同管道去搜尋資訊，以降低決策之不確定性，且隱含購屋者對商業來源有一定程度的不信任。因此，建議業者除維持現有行銷管道，應加強口碑行銷，以提升溝通效率。 / House is a durable good with heterogeneity, expensiveness, and low liquidity, and also an investment and consumption product. Those characteristics made housing search behavior not to be applied appropriately from the general marketing research results. This dissertation employs search theory, behavior theory, survival analysis, and multinomial logit model to study four relative essays. The first essay tries to explain the difference between houses and consumer goods. Our research tested three hypotheses by questionnaires which investigated the person who is in charge family livelihood and bought house during 1998 and 2002 in Tai-chung. The three hypotheses have been confirmed. First, because the house is a good important to all family members, the search duration of the houses for self-living is longer than those for investment. Second, not only the price differences affect the search duration but also the product differences do; however, the influences of time pressure and purchase experience on search duration are not significant. Last but not least, because house searchers have more house selling information through brokers and no additional cost from visiting one more house, they prefer to extend their search duration compared to those who search by himself. The meaning of our research in practice is that the house seller should provide more product information to house buyer and give every effort to avoid price war. The second essay is to discuss how house searchers measure search costs and benefits with utility or price if they are rational decision-makers. We develop a hypothesis and a search model of indefinite and sampling without recall which integrates the studies on worker search, prospect theory, and search behavior. The data comes from “Taiwan Housing Demand Survey” and includes home-buyers and home-searchers from 2003Q1 to 2003Q4. The result shows that the buyers are bounded rational, and the stopping ratio has time dependency. The buyers tend to search for minimum price during the economic fluctuation. When the consumption buyers have a higher housing price perception, they also have a higher reference points, it makes them shorten their search duration. And their price expectation would enhance the anchoring effect. Searching more can bring the buyers benefits mainly from utility increase but not price discount. Therefore, it seems reasonable to subsume individual price perception and expectation when analyzing home-buyers’ search behaviors. The third essay focuses on the effects of homebuyers’ buying and renting experience on their search behaviors. The data also comes from “Taiwan Housing Demand Survey” and includes home-buyers and home-searchers from 2003Q1 to 2004Q1. The results show that our two hypotheses are supported. The effects of homebuyers’ prior house buying experience on search duration are different from their prior house renting experience. While buying a pre-sale or existing house, the buyers with renting experience have longer duration than the buyer with buying or non-experience. In addition, only buying experiences of homebuyers have positive relation with the search duration of pre-sale houses. The final essay has two goals. One is to explore how homebuyers choose information sources. The other is to examine the relationship between information sources and search duration. The data comes from “Taiwan Housing Demand Survey” and includes the questionnaires from sampled homebuyers of 2005Q3. We also use survival model to test our hypotheses. The results show that homebuyers incline to use the commercial sources and mix sources. Even the limit of personal source, it can reduce the buyers’ search duration. Therefore, in order to improve transaction efficiency, the firms should make use of their existing marketing channels and try to build good word-of-mouth as well.

關鍵字廣告現已成為搜尋引擎最大的收入來源，全球付費搜尋廣告的年增率被預測有37%，並將在2010將達到330億美金的市場。現今，關鍵字廣告已發展成跨媒體的形式。大眾媒體除了以傳統的形式傳達廣告訊息以外，同時誘使消費者進一步上搜尋引擎搜尋商品資訊。並藉由此形式而發展出新型態的「引導式關鍵字行銷」。因此，本研究採用多元性研究方法（Pluralistic Research Methodologies）以探討此種新型態廣告的效果及如何提升消費者的搜尋意願? 本研究結合質化及量化研究。第一階段透過質化研究的焦點團體訪談法(FGD，Focus Group Discussion)蒐集消費者對整合性關鍵字行銷的意見，以釐清本研究之問題核心，並與業界人士進行深入訪談以了解實務運作模式及成功關鍵。第二階段則採實驗法進行研究，將「關鍵字類型」(分為兩層次:品牌名稱相關、產品屬性相關)以及「產品類型」(分為三層次:低度創新產品、中度創新產品、高度創新產品)設為自變項，並將廣告溝通效果作為應變項，分別為「廣告記憶」與「搜尋意願」。除此之外，並將可能干擾實驗結果的兩項因素視為個人差異變項加以分析，分別為「產品涉入度」與「先前產品知識」。 研究結果顯示，消費者產品涉入度及先前產品知識對搜尋意願有顯著的正向影響。同時，消費者在對產品有需求時會有較高的搜尋意願。而關鍵字類型及產品創新性對消費者的搜尋意願並沒有造成顯著影響。 / Keyword advertising has become the largest source of revenue for search engines. Now, keyword advertising has developing into a new cross-media style. Mass media not only release advertising messages but also orient consumers to search more details of merchandise online. As the result, the study use Pluralistic Research Methodologies to investigate how to Increase consumers’ search intention. The first stage we use Focus Group Discussion to clarify the research questions. And do Depth interview with Industry to understand the Practical operation and the Success Factors. In the second stage, the study proceeded in experiment method. Two factors “Keyword Type” and “Product Type” are used to compose a 2X3 factorial design experiment, and then bring “Product involvement” and “Prior Product Knowledge” in as the Moderator. Furthermore, the study adopted “Memory in Advertising Message” and “Search Intention” as the depend variables. Result shows that, product involvement and prior product knowledge have a significant positive effect to the search intention. In addition, results of keyword type and product type are not remarkable overall. Keywords: Orienting-

本研究旨在探討數位時代教學資源網站的意義與內涵，以及瞭解國小教師教學需求與網路資訊搜尋行為，並進一步探討國小教師對「教育部數位教學資源入口網」的使用與接受度情形，最後對「教育部數位教學資源入口網」提出改善建議。 本研究採訪談法與問卷調查法，以桃園縣立國民小學正式教師為母群體，選取10位經常使用「教育部數位教學資源入口網」的教師，進行訪談研究，將訪談的結果，配合相關文獻與問卷調查結果，作交互分析討論。另外，採分層隨機抽樣方式，針對桃園縣60所學校、564位教師進行問卷調查研究，回收有效問卷數509 份，佔總樣本數之90.2％。所得資料輸入電腦後，利用SPSS統計套裝軟體進行資料分析，統計方法包括描述統計、t考驗、卡方考驗、單因子變異數分析等。透過訪談法的質性探討與問卷調查法的量化數值分析，本研究可歸納出以下結論： 一、國小教師教學強烈需要豐富的教學資源與提升資訊素養 二、國小教師因教學工作上的需求，產生網路資訊搜尋行為 三、只有半數的國小教師使用過「教育部數位教學資源入口網」，整體的使用率不高 四、「瞭解程度不足」、「時間因素」以及「使用習慣」是影響國小教師未曾使用過「教育部數位教學資源入口網」的主要原因 五、國小教師使用「教育部數位教學資源入口網」最主要是為了快速取得教學資源 六、除了「教學資源」之外，國小教師很少使用「教育部數位教學資源入口網」所提供的內容、功能與服務 七、國小教師對「教育部數位教學資源入口網」的接受度屬中上程度 八、「教育部數位教學資源入口網」對國小教師的教學工作有幫助 九、有年齡等六個不同變項對於教師是否使用過「教育部數位教學資源入口網」有顯著差異 十、有性別等八個不同變項在教師對「教育部數位教學資源入口網」的接受度上有顯著差異 十一、「有用認知」、「易用認知」、「使用滿意度」及「使用意願」之間存在顯著正相關 十二、「有用認知」、「易用認知」、「使用滿意度」及「使用意願」之間具有顯著預測作用