住宅，不只是一個房子，還是一個家的所在。所以購屋，當然是一生中重大的決定。而與住宅相關的價格、環境、交通、品質、交易安全等這些都需要有專門的知識與經驗。另外住宅還涉及了很多風水、信仰、喜好等沒有對、錯的個人價值觀等問題。而且一生中發生的次數不多，不容易累積足夠的知識與經驗，所以要從購屋市場供給的產品中，找到完全符合自身需求住宅，不但一般人不容易做到，即使不動產的專業相關人員，由於購屋過程涉及多樣專業，亦不能面面俱到，作出最佳的購屋決策。本研究藉由文獻回顧與實證分析，就這個即重大又複雜的購屋問題，探討三個主題，其研究結果之結論如下： 一、我國各購屋方案可量化購屋影響因素，所存在的價格差異性 在實證結果部分，不論從地區上的分類，或是從時間上的分類，經自我選擇偏誤問題校正後。其拍賣市場相對於搜尋市場的住宅價格折價百分率確有差異，折價差異大約在1.53% ~3.69%間。實證結果顯示，購屋時機的不同階段呈現價差差異性，在2005~2007年第一季期期間景氣狀況較佳時價差不明顯之外，由不同地區與第一階段購屋時機(2003~2004) 景氣狀況較差時結果都顯示拍賣市場相對於搜尋市場的住宅價格仍有17%~24%明顯的折價現象。然替選方案之購屋影響因素，除了價格因素之價差外，仍有可量化之住宅條件因素與可量化之購屋者條件因素顯示其重要性。 二、不動產從業人員和一般人購屋決策的差異性 在這個主題裡，我們利用AHP(分析層級分析法)探討了與不動產密切的不動產從業人員和一般的購屋者，由不同地區來看，其最大的不同，是在台北縣及桃園縣的「不動產從業人員」購屋者，都最重視「住宅條件」，但在台北市的「不動產從業人員」的選擇上，卻優先考慮的是「價格」。 三、消費者購屋選擇決策的影響因素之評估指標及方案分析 我們利用AHP(分析層級分析法)，在台北市、台北縣、桃園縣三個地區，分別進行問卷調查、評估指標分析。發現在最優先考慮購屋方案的問題上，在五個購屋替代方案預售屋、成屋、金拍屋、銀拍屋、法拍屋，消費者最可能的購屋方案都是選擇成屋，權重都是五個替選方案中最高者。從此一結果結果得知，就購屋者認知的效用而言，成屋優於預售屋，且優於各拍賣市場的金拍、銀拍、法拍。 影響消費者選擇購屋決定的四個評估指標為價格、住宅條件、交易制度及購屋者條件四個因素，其中購屋者最重視的是「價格」及「住宅條件」，特別是價格，在台北市不論是「不動產從業人員」及「一般購屋者」、台北縣的「一般購屋者」及桃園縣「一般購屋者」，其權重都是四個評估指標中最高者。「價格」仍是大部分購屋決策中最重要的影響因素。但是不是有坊間所提的：「沒有賣不出去的房子，只有賣不出去的價格」，那般極端強調「價格」就是一切呢？仍值得商榷。 另外，在評估指標之影響因素細準則方面，從「價格」準則中其第三層細準則三個因素價差、交易費用、貸款中都為前三項之首選，可見得在購屋市場中建立「價格」資訊、秩序是很迫切的。在影響房屋住宅條件的因素中內環境、外環境為前三項之首選，而內環境為不論地區或各種購屋著都為重要考慮因素。「不動產從業人員」及「一般購屋者」的受訪者，除了價差為共同考量因素外，其差異性為前者亦考慮貸款，而後者加入交易費用之考量。以地區性來看只有桃園縣之不動產從業人員較重視環境，其他地區仍以價差為首選之考量因素。 / A residence is not just a house but also a place where people set up their homes. Purchasing a house is certainly a very important decision throughout everyone’s lifetime. However, the elements such as pricing, environment, traffic, quality, and transaction security that are closely in connection with such an important choice all take specialized knowledge as well as experiences. Besides, to appraise a residence also involves some personal view of values such as fate, beliefs, and fondness, which are rather difficult to be thought of as good or bad. Moreover, purchasing a house is something that isn’t going to happen frequently throughout one’s life, so there won’t be many chances to accumulate enough knowledge and experiences in this field. Not only is it difficult for common public to choose, among the supply of housing market, a residence that would completely meet their own demand but it is quite a challenge for a professional real estate agent to make a decision on how to purchasing a most suitable residence as the process is often so diversified and specialized. In this study, by means of reviewing related documents and analysis, three main subjects based on this critical and complicated issue of house purchasing have been explored, and the conclusions of the research are given as follows: 1. The price differences among quantifiable and determination factors of each house purchasing alternatives. In practices, it is verified that whether it is classified based on regional divisions or based on timing of purchasing, differences do exist in housing price discount percentage between auctioning market and searching market after correcting the estimate bias of self-selection, and differences of price discount fall roughly between 1.53% and 3.69. It is also verified that, by observing various districts in the first house purchasing stage (2003~2004), a period falling in economical recession, price differences do vary with different purchasing timings in the stage. The price differences of the auctioning market relative to searching market appear significant price discount percentage ranging from 17% to 24%. The only exception to this case might be during each of the first seasons in the years from 2005 to 2007, a period of booming economy, in which price differences didn’t seem so significant. However, when it comes to decisive factors of alternative house purchasing choices, there are still some quantifiable elements of resident condition and quantifiable purchaser elements that can be evaluated in addition to price differences. 2. The difference in making decision on house purchasing between real estate professionals and ordinary buyers. In this theme, we utilize AHP to explore the interaction between real estate professionals who are closely related to this industry and ordinary buyers. From the regional point of view, the most significant variance appears in Taoyuan County and Taipei County where real estate professionals and ordinary buyers both value “resident conditions” as a most important factor while in Taipei City real estate professionals would view the price as the first priority. 3. Evaluation indicators and alternatives analysis of the factors which affect consumer in making decision on house purchasing. Adopting AHP as an analytical method, we carried out questionnaire survey in Taipei City, Taipei County, and Taoyuan County as well as analyze their appraisal indicators. The findings are that, among five purchasing programs, namely newly completed houses, houses ordered before being built, houses auctioned by court, houses auctioned by banks, and houses auctioned by private financial sectors, the most likely case that consumers will choose is that of newly completed houses. The four evaluation indicators that have affected consumers’ decision on buying a house are price, residential conditions, transaction system, and purchasers’ conditions. Among them, price and residential conditions are given more weight by consumers, but price alone possesses the highest weight to which both real estate professionals and ordinary buyers in Taipei City, ordinary buyers in Taipei County, and ordinary buyers in Taoyuan County all have given. Price is still the most influential factor when making a decision on house purchasing. However, is it realistic that price is so decisive as to reach to the extent like many people say “There is not any unmarketable house but an unacceptable level of price” ? The extremely aspect of this view needs be further considering deliberately. As for the influential factors set up under the four evaluation indicators, here are the analyses: The three factors (price difference, transaction fee, and loan) of the first indicator named “housing price” are the first three valued factors either observed based on regional variance or based on purchasers. It can therefore be realized that how important and urgent it is to establish “price” information of the house purchasing market. In the second appraisal indicator named residential conditions, internal/external environment are the first three valued factors. However, internal environment seems to have more priority, and that is quite consistent with the traits of our fellow people, most of whom think only to care about themselves. Such phenomenon is quite common in many residential communities nowadays. The real estate professionals and ordinary buyers both value “price difference” as a most important factor while the former added the factor of transaction fee, and the latter added up loan. From the difference areas point view, only Taoyuan County value “environment” more important than others. The rest of areas value “housing price” is the most important factor than others.

近年來經濟復甦，資訊科技投資金額和規模有增加趨勢，對於資訊科技投資的報酬、評量、和優先取捨的決策再次成為資訊科技經理人的重要課題。因此，本研究經由文獻探討，定義資訊科技投資和資訊科技資本，並且嘗試發展資訊科技投資與應用的評估構面與指標，讓企業組織評估本身的資訊科技投資。透過深入的個案訪談和大量問卷調查，了解我國資訊電子業與金融服務業之資訊科技投資和應用的現況，提供參考作法，並且比較我國資訊電子業以及金融服務業兩個產業當中，資訊科技如何提昇公司組織的競爭優勢。 研究結論發現，我國資訊電子業的資訊科技投資貢獻主要來自三個方面，首先是策略貢獻度、再者是降低成本貢獻度、其次是流程效率貢獻度；我國金融服務業在資訊科技產出構面，於個案訪談和問卷調查結果同時關心創新重視度、降低成本貢獻度、流程效率貢獻度，同時也注重供應商與客戶關係要求度、供應商與客戶關係貢獻度。因此，資訊科技經理人首要目標則為協助企業以最少的企業資源來掌握關鍵的資訊科技投資績效指標，以提升企業的競爭力。 / In recent years, organizations have invested heavily in information technology to support their work processes. Therefore, how to evaluate and assess the return on IT investment becomes a critical issue for IT managers again. This study strives to develop the dimensions and indicators of IT investment so as to help organizations to assess their IT investment. In addition, through case studies and questionnaire investigations, this study investigates the IT investment status in information electronic and financial service industries that provides reference for other organizations. Finally, this study tries to find out how to increase organizational competitive advantages by IT investment in these two industries. The results suggest that the contribution of IT investment in information electronic industry comes from strategy contribution, reducing cost, and process efficiency. In the meantime, the financial service industry emphasize innovative products and services, reducing cost, process efficiency, and supplier/customer relationship when it comes to the issue about performances of IT investment. As a result, in the situation where the organization resources are limited, the main goal for IT managers is to help organizations become more competitive by controlling the imperative indicators of IT investment.

本研究旨在建構國民小學校園閒置空間永續發展評估指標及權重體系，作為推動校園閒置空間再利用之參考依據。研究以文獻分析為基礎，初擬校園閒置空間永續發展評估指標，採專家問卷、模糊德爾菲問卷和層級分析法問卷為研究工具進行調查。研究對象共22位專家學者，資料分析首先利用改良「雙三角模糊數」之模糊德爾菲整合專家對指標重要性之看法並篩選評估因子，最後運用Expert Choice 2000軟體進行統計分析以建立各項指標之權重，完成國民小學校園閒置空間永續發展評估指標。 本研究獲得主要結論如下：國民小學校園閒置空間永續發展評估指標，含3大層面、8大指標共30個評估因子，其整體權重高低排序如下： 一、三大層面依權重高低排序為：環境面（41.5％）、經濟面（30.8％）、 社會面（27.7％）。 二、八大指標依權重高低排序為：價值效益（17.4％）、生態保育（15.5％）、健康環境（14.4％）、綠色消費（13.4％）、永續經營（12.4％）、環境規劃（11.6％）、社會教育的功能（11.2％）、社區發展（4.1％）。 三、三十個評估因子依權重高低排序前五名為：校舍動靜分區配置（9.1％）、保水設施（5.6％）、基地開發之干擾及衝擊（5.4％）、生物多樣性（5.4％）、室內物理環境（5.3％）。 最後，本研究依據研究結果提出建議，提供未來行政單位檢視校園閒置空間再利用評估及結果的有效性的參考。 / A Study of Evaluation Indicators on Sustainable Development for Vacant School Space in Elementary Schools Abstract The purpose of this study is to construct the evaluation indicators and their associated priority weights on sustainable development for elementary vacant school space. The results of the study can be the reference for promoting the reuse of vacant school space. At first, the study is based on the analysis of documents to establish relevant evaluation indicators about vacant school space. And this study adopts three research methods: expert survey, Fuzzy Delphi and AHP to survey. The research invites 22 education-related experts to form a team as the study object. First, in order to select the applicable indicators, the individual answers of experts are analyzed by “double triangle fuzzy technique”. By using this technique, opinions about important indicators evaluated by experts are integrated; and meantime, the factors are screened. Finally, Expert Choice 2000 software is used to process statistic analysis to set up priority weights of various indicators. In this way, the evaluation indicators on sustainable development for elementary vacant school space are established. The main conclusion which this study obtained is as follows: The evaluation indicators of sustainable development for elementary vacant school space include three dimensions, eight indicators, and thirty evaluation factors. The priority weights of all evaluation indictors are described in order as follows: 1.The priority weights of three dimensions are environmental dimension（41.5％）, economical dimension（30.8％）, and social dimension（27.7％） 2.The priority weights of eight indicators are valuing benefit（17.4％）, ecological conservation（15.5％）, healthy environment（14.4％）, green consumption（13.4％）, sustainable development management（12.4％）, environmental planning（11.6％）, the function of social education（11.2％）, and community development （4.1％）。 3.The priority weights of thirty evaluation factors are the allocation of noisy and quiet areas of school（9.1％）, facilities of water content（5.6％）, the disturbance and impact of the development about vacant school space（5.4％）, ecological variety（5.4％）, and biological surroundings indoors（5.3％）. Finally, according to the research results, some suggestions are offered to educational administration to review the effects and evaluation results of reusing vacant school space in the future.

處在變化快速的網路環境中，入口網站如何建立起專屬的會員制度，以期行銷人員能在大量的會員資料庫中找出有用的資訊，掌握會員的網路行為模式、實現個人化之服務、有效區隔市場及瞭解不同會員之網路行為模式等，進而以制定適當之行銷策略而達成結合實體行銷之目標。而資料挖掘的技術能在資料量龐大的會員交易資料庫中，利用會員的基本資料與交易資料衍生建立相關的評估指標，以評估會員的特質、需求模型、消費特徵、建立市場區隔的行銷策略等，行銷人員藉此可採用不同的宣傳方式與促銷策略，以達最佳的獲利結果。 本研究以國內某入口網站真實之會員基本資料及入口網站之商品：BBS頻道與財經頻道的資料檔，做為會員網路行為模式之資料分析的基礎。本研究利用資料挖掘的技術，找出入口網站的會員與商品之分群特徵，並發掘會員在兩頻道間的網路行為的關聯規則。另一方面，本研究利用關聯規則演算法，考量實際在發掘關聯規則分析所碰到的問題，實作出一套操作流程式較為簡便的關聯規則分析程式。本研究提供不同的關聯規則分析角度，以考量會員購買商品項目組合的關聯規則，進而支援決策者制定相關商品的促銷決策，以提高銷售量。 / In the rapid-changing network environment, how do Portal Sites establish exclusive membership mechanism in order to filter useful information out of their own database, master the network behavior models of their members, realize personalized services, and effectively segment and understand different network behavior models of all members? However, data mining can use the basic members' information and transaction data to produce the associated evaluation indicator during the high volume transaction database in order to evaluate the customers’ traits, demand models, consuming characteristics, and establish the marketing strategy of segmenting target market. As a result, we can adopt different advertising types and promotion strategies to achieve the best profitable goals. The research is based on the real data of members and the merchandise of some website in Taiwan. (i.e. using data files of BBS channel and financial channel as the fundamental analysis data of network behavior models). Per using the data mining techniques, we can not only find out the characteristics of the members of portal sites and the clustering of merchandises, but unearth the association rules of network behavior of the two kinds of channels. On the other hand, this research, according to the association-ruled calculation method, is considering the practical problems when excavating association-ruled analysis methodology and producing a much simpler association-ruled analysis program. By providing the list of best buyers, the association-ruled analysis program will consider the association rule of members’ buying component and for further step, support the decision-maker to institute the related promotion strategy in order to raise the sales volume.

本研究旨在建構國民中學適性輔導評估指標，當前在十二年國民基本教育的推動之中，落實學校的適性輔導工作是重點任務。首先藉由文獻探討適性輔導相關論述為基礎，初擬指標架構，運用專家問卷以及模糊德菲術（fuzzy Delphi method），並以桃園縣政府教育局行政人員、桃園縣國民中學校長、教務主任、輔導主任、輔導與諮商中心專業人員及教師為研究對象，透過問卷蒐集政策利害關係人之意見，共發出10 份專家問卷及16 份正式問卷。根據正式問卷填答結果，計算各層面、項目及指標之三角模糊數（triangular fuzzy number），再將其反模糊化（defuzzification），求得各層面、項目及指標之效用總值，自訂門檻值為0.6，篩選出3層面、17項目及37個指標，並以歸一化之方式確立各層面、項目及指標權重。各層面之權重由高至低依序為課程規劃與教學活動（33.9%）、組織與行政運作（33.6%）以及生涯檔案建置與應用（32.5%）。最後根據此指標架構對教育行政機關、學校及未來研究提出建議。 / The study aims to construct a junior high school adaptive counseling evaluation indicators. The implementation of adaptive counseling in the school becomes the foremost important task when promoted by the current 12-Year Basic Education. The study first applies a literature review to discuss the adaptive counseling related discourses as the foundation, drafting the indicator framework, and using expert questionnaire and fuzzy Delphi method to conduct the questionnaire survey on the administrative personnel of Department of Education, Taoyuan County, junior high school principles, directors of teaching affairs, counseling directors, counseling and experts at the consultation center, thereby to collect the opinions of policy stakeholders through questionnaires. A total of 10 expert questionnaires and 16 official questionnaires were issued. The results of official questionnaire then underwent calculation of triangular fuzzy numbers for the different levels, items and indicators, followed by defuzzification to yield the total valid values of the different levels, items and indicators. The self-developed threshold value is 0.6 with 3 levels, 17 items and 37 indicators selected, which is applied with normalization to validate the different levels, items and indicator weights. The weights of different levels are sorted in descending order, namely course plan and teaching activity (33.9%), organization and administrative operation (33.6%) and the career file establishment and application (32.5%). Finally, the study proposes suggestions for educational administrative agencies, schools and future researchers based on this indicator framework.

台北市自民國72年起，公佈實施土地使用分區管制規則以來，至今已十幾年，但對於住宅區之環境品質並無明顯改善，反而突顯實施土地使用分區之分組及允許使用組別的問題，究其原因，是法規制定太偏於混合使用及允許使用組別太多。尤其附條件允許組別更為嚴重，幾乎與商業區差不多，而其中產生一些行業別與住宅不相容的情形。 有鑑於此，本研究乃期望透過混合使用相關研究回顧遴選出適當之評估指標項目，再收集專家學者對評估指標之意見，進行修正所遴選之評估指標，作為混合使用環境品質之評估基礎。在其中發現混合使用評估指標相對權重以「守望相助與警衛」權重最大、其次是「購物方便性」、第三為「餐飲方便性」。而「垃圾收集」與「污水排放問題」之小指標相對權重較小。由此不難理解，在專家的觀念裡混合使用之居住環境需以居住安全性之「守望相助與警衛」為第一考量，然後才能考慮混合使用生活之便利性。 由以上所建構之評估指標，經收集居民的意見與專家之賦予權重之後，經整理計算後，所得到評估指數正負得知，混合使用環境品質評估指標中以「寧便居住環境」、「公共安全」之指數呈現正值，而「環境污染公害」為負值，將其大指標之指數加總，發現總值為正數，得知混合使用之居住環境可能是好處多於壞處。 得知評估指標之指數大小之後，筆者再建立相容性行業別操作方式，進行計算行業別之評估指數大小，並建立數學模式，發現行業別之指數總和越大，代表居民與專家愈能接受該行業。負面值越大表示排斥性越大。同時可理解相容性越高之行業對環境影響越少，且對生活機能幫助越大。進而可透過行業別之排序，依混合使用環境品質需求，再訂定不同混合標準，以塑造不同等級之居住環境。 另在新、舊地區之實證過程中得知；混合使用的行業會因道路寬度、區位而有不同混合比例，其中立體混合也與平面混合成正相關。而從實際新、舊地區之業種調查發現，在大安區之業種是屬於都市型，而在萬華區之業種是屬於鄰里型。 綜合言之；本研究透過相關理論回顧與分析，所建立住宅區土地混合使用之評估指標，作為相容性之行業別判斷依據。在其中發現行業別之相容性，可依本研究所擬之評估指標判斷業別對居住環境的影響情形，同時可透指數分析再訂定業種相容性標準，而進行衡量評估指標與行業別之相關性計算。尤其在行業別設立時，將可能對住宅使用產生正面或負面影響情形，以指標的方式表達；如行業別是否產生噪音振動、垃圾處理方式、停車問題、空氣污染..等等問題，儘可能再設有評估標準。待相容性行業別執行一段時間後，依執行情形來修正評估標準，以利後續土地混合使用業種相容性之參考。 / Since the announcement and execution of the Zoning Act of Taipei Metropolitan in 1983, there is no obvious improvement on the living quality in the residential areas. Conversely, there are some issues on the usage classification and permitted usage categories. After further research, it’s found that the Zoning Act biased on the mixed-use, which permitted too much usage in one category. The most serious one was the permitted usage in its appendix, which made the usage of residential area almost the same as the commercial area. After researching on the related documents on mixed-use, the study emerged the appropriate evaluation indicators. Then collecting the experts’ comments, the study modified evaluation indicators accordingly, which formed the bases of environmental evaluation of mixed-use. In between, the relative importance of top three indicators was ranked as “residents’ mutual help and guard”, “shopping convenience” and “dinning convenience”. Both “trash collection” and “waste water manipulation” were less concerned. It understandable that in experts’ concepts, the residential safety was the first consideration then the living convenience. Based on the above evaluation indicators and collected comments from the residents and experts, the study came out the positive and negative values of evaluation indicators. The “quiescence and convenience of living environment” and “public safety” were positive value but “environmental pollution” was negative value. Summing up the big indicators, the value was positive which meant people possibly evaluated highly on the mixed-use in the residential environment. Understanding the importance of indicators, the study rebuilt the operation model for compatible businesses, which calculated the values of business evaluation indicators and built mathematical model. Then the study found out that the greater positive values of summed up indicators, the more representative residents and experts accepted the business. The greater the negative value, the more exclusivity represented. More compatible businesses would less impact the environment but enhance the living functionality. Ranking the business sequences according to the needs of environmental quality in mixed-use, we could build up different grades of living environments by setting up different mixed-use standards. It was proven from the study on the new and old residential areas that the mixed-use ratio of businesses would be differed by the width of road and location in which vertical and horizontal mixed-use are positively related. From the field study, the businesses in Ta-An district belonged to the metropolitan type but those in Wan-Hua district belonged to the tithing type. In summary, the study went through the review and analysis of related thesis then built the evaluation indicators for mixed-use in residential area, which in turn were the bases to identify the businesses compatibility. Utilizing the evaluation indicators, we could identify the business compatibility and its impact on the living environment. Simultaneously, through indicator analysis, new business compatibility could be redefined and evaluate the relationship between evaluation indicators and business relativity. Especially for the business category, which would heavily impact the environment, the indicators could be identified as, e.g., voice and vibration pollution, trash manipulation, parking issue, air pollution...which needed more evaluation standards. After some time of execution, the results could be used to modify the evaluation standard, which would be the reference for the succeeding study of land mixed-use.

隨著網際網路快速發展，自2007年起網路就已經超越報紙、成為台灣第二大消費者最常接觸的媒體，2010年台灣網路廣告投資量為新台幣85億元(預估2012年更高達117億元)，但卻僅占台灣整體廣告量的9.1%、屈居第四名，落後傳統電視、報紙、雜誌的廣告投資量，其中很重要原因之一就是網路廣告的價值仍被許多廣告主質疑，且尚無被公認接受的網路廣告效益評估標準。 若以目前最常被用來評估網路廣告效益指標：CPM (每千人廣告曝光成本)及CTR(廣告點選率)而言，由於網路廣告的“曝光”不代表一定被看見，因此CPM只能作為媒體採購成本的參考；若以CTR作為評估標準，台灣目前平均廣告點選率已低於0.1%(2012年業界實際經驗值)，是否就可以直接推論：『99.9%的廣告曝光是無效的？』(因為99.9%的曝光並不會吸引網友點選) 由於網路廣告的曝光一定有其價值性，因此期望透過本研究證明以下假說： 假說一: 曝露在指定品牌廣告下的消費者，比沒有曝露在指定品牌廣告下的消費者更容易回答有看到廣告中的指定品牌。 假說二: 曝露在指定品牌廣告下的消費者，比沒有曝露在指定品牌廣告下的消費者更容易回想到廣告中的指定品牌。 假說三：曝露在指定品牌廣告下的消費者如果家中有液晶電視，會比沒有曝露在指定品牌廣告下的消費者更容易提高對廣告中指定品牌的記憶度或偏好度。 假說四：曝露在指定品牌廣告下的消費者，比沒有曝露在指定品牌廣告下的消費者更容易引發聯想其他競品品牌(廣告外溢效果)。 研究結果證明：『即使網友在一般網路瀏覽行為中不刻意瀏覽網頁中的附帶廣告、甚至點選廣告，但只要在廣告上明顯揭露指定品牌名稱，就會有一定比例的網友對廣告留下印象』，因此即可推論：『即使平均廣告點選率= 0.1%，也不能直接推論 99.9%的廣告是無效的』。只要在廣告的設計上明顯揭露品牌/產品/活動名稱，就會有一定比例的消費者對廣告留下印象，但若廣告設計時無明顯揭露品牌名稱，則結果就如同本研究中的“無廣告操弄”，對提升品牌印象/價值毫無加分作用，更遑論可以提升偏好度/購買意願。 根據本研究結果顯示，即使消費者在搜尋網路資訊時已有特定目的，但仍會稍事注意到一旁的網路廣告(雖不一定很明確地意識到廣告的存在)，因此建議廣告主不要以“廣告點選率CTR”作為唯一評估網路廣告成效的指標，以本研究證實，即使所有的受訪者皆無點選廣告，網路廣告曝光仍會有具有一定的價值。 最後有關“廣告外溢效果”的探討，雖然本次研究結果無法證明：『若是一個中等品牌偏好度的品牌在做廣告時，其產生的外溢效果會加惠於該產業的知名品牌，讓消費者因 “中等品牌偏好度的廣告” 而自動回憶起原本即喜歡的他牌，尤其是高知名度的領導品牌』，但如果後續能持續研究此議題並證明其假設成立，則領導品牌的媒體廣告投資週期就可適度避開二線品牌的廣告曝光期，因為當二線品牌刊登廣告可能也會同時喚起對領導品牌的回憶，領導品牌的廣告就可延後刊播，待二線品牌廣告停止時再接續播出，有可能達到整體媒體投資效益最大化(最佳化)、拉長廣告影響期間的目標。