臺灣博碩士論文加值系統

近年來許多網路媒體開始主動蒐集全台各地新屋、預售屋與中古屋資訊來提供有意購買房屋的網友搜尋，同時網路平台也日益競爭，但過去對於顧客進到特定網站意願的研究並不太多，而且現有的研究缺乏從顧客價值觀點來探討。本研究以「房地王」新屋與預售屋入口網站為例，探討網站設計(美感、實用性)與行銷策略(產品吸引力、推廣努力)對顧客的網站價值認知與到站意願的影響。本研究同時探討顧客價值認知在前述關係中所扮演的中介角色。

本研究實證部份是以問券做為調查工具，採網路問卷調查法完成483份有效問卷，以SPSS12.0統計軟體進行各假設的檢定。結果發現：(1) 網站設計的美感、網站設計的實用性、產品的吸引力、及推廣努力等因素與顧客對網站的價值認知有顯著的正向關聯，也與顧客進到網站的意願有顯著的正向關聯。(2) 顧客對網站的價值認知與顧客進到網站的意願有顯著的正向關聯。(3) 顧客價值認知扮演部份中介的角色。

藉由本研究的結果可以更深入了解網站設計及行銷策略與到站意願的關聯性，也能更清楚明白顧客認知價值如何媒介前述變數之間的關係。這些知識將有助於了解在目前網路看屋的模式運作，也能提供入口網站經營者擬訂策略的洞察力。本研究最後根據研究結果討論管理意涵，並對學術界及企業界提供若干建議與未來研究方向。

In recent years, many Internet media have been taking initiatives on collecting information of pre-sale houses, newly finished houses, and used houses for interested users’, reference, and there is an increasing competition between website platforms. However, there is not enough research on the customer’s willingness to enter a specific website, particularly from the perspective of customer value. This study takes Housetube.com as an example to investigate into the impacts of website design（aesthetic, functional） and marketing strategy（product attractiveness, promotion effort） of the website on the customer’s perception of the website value and willingness of surfing a website. The study also explores the mediating role of customer perceived value in these relationships.
We conducted an empirical survey with questionnaires. The sample consisted of 483 consumers who had experienced surfing on the HOUSEtube.com. SPSS 12.0 was applied for data analyses and hypotheses testing. The results include: （1）Aesthetics of website design, practicality of the website, product attractiveness, and promotional efforts have a significant positive correlation with the customer’s perceived value of the website and the customer’s willingness of surfing the website. （2）The customer’ perceived value of the website is significantly, positively correlated with the customer’s willingness of surfing the website. （3） The customer’s perceived value of the website assumes a partially mediating role in the framework.
These findings may provide considerable insight into understanding the impacts of website design and marketing strategy on the customers’ willingness of surfing a website. In addition, the results can help understand how the customer perceived value mediates these relationships. This knowledge can not only help understand the important factors that influence customers’ housing search but also provide website marketers with insight into the development of effective website marketing strategies. The study also discussed managerial implications of the findings and provided directions for future research.

目錄
中文摘要.........................................................................................................................Ⅰ
英文摘要.........................................................................................................................Ⅱ
誌謝……....................................................................................................................... Ⅳ
目錄................................................................................................................................Ⅴ
表目錄............................................................................................................................Ⅶ
圖目錄 ..........................................................................................................................Ⅷ
第壹章 緒論...................................................................................................................1
第一節 研究背景與動機...................................................................................................................1
第二節 研究目的與研究問題...................................................................................................................2
第三節 本研究的重要性...................................................................................................................3
第貳章 文獻探討...................................................................................................................4
第一節 「房地王」新屋與預售屋入口網站概述...................................................................................................................4
第二節 顧客對網站的價值認知..................................................................................................................11
第三節 網站設計..................................................................................................................15
第四節 行銷策略..................................................................................................................24
第五節 到站意願..................................................................................................................38
第參章 研究方法..................................................................................................................43
第一節 研究架構..................................................................................................................43
第二節 研究假設..................................................................................................................44
第三節 研究變數的操作性定義與衡量..................................................................................................................45
第四節 前測問卷設計與信度分析..................................................................................................................49
第五節 正式調查..................................................................................................................52
第肆章 研究結果與討論..................................................................................................................53
第一節 樣本的敘述性統計分析..................................................................................................................53
第二節 信度與效度分析..................................................................................................................58
第三節 假設檢定..................................................................................................................60
第四節 自變數的相對影響….............................................................................64
第五節 中介效果檢定.........................................................................................67
第伍章 結論與建議.......................................................................................................71
第一節 研究發現及行銷意涵.............................................................................71
第二節 研究建議.................................................................................................75
第三節 研究限制與未來研究方向.....................................................................77
參考文獻.........................................................................................................................78
附錄一 前測問項內容與來源表 95
附錄二 實測問項內容與來源表 98
附錄三 前測問卷 101
附錄四 正式問卷 104
附錄五 因素分析(轉軸後成份矩陣) 107
附錄六 房地王網站導覽 108
附錄七 房地王尋找同好功能 109
附錄八 房地王同好列表 110
附錄九 房地王傳訊表單 111
附錄十 與我聯絡功能 112
附錄十一 房地王3D實景導覽 113
附錄十二 房地王「團購」活動 114

表目錄
表 2- 1 為各學者對易用性的定義 20
表 2- 2 為各學者對認知有用性的定義 21
表 2- 3 各世代對社群網站的使用狀況 33
表 2- 4 B2B、B2C企業Facebook行銷策略的成功度 33
表 2- 5 電子郵件廣告的類型 34
表 2- 6 電子郵件行銷的特性 35
表 3- 1 前測信度分析結果 ………………………………………………………….50
表 4- 1 樣本描述 …………………………………………………………………….55
表 4- 2 網站瀏覽經驗描述 57
表 4- 3 實測信度分析結果 58
表 4- 4 各構念之平均數、標準差及Pearson 相關係數 60
表 4- 5 複迴歸分析結果 61
表 4- 6 簡單迴歸分析結果 62
表 4- 7 網站設計與行銷策略因素對顧客價值認知的複迴歸分析結果 61
表 4- 8 網站設計與行銷策略因素對顧客進到網站意願的複迴歸分析結果 63
表 4- 9 網站設計、行銷策略與顧客價值對到站意願的複迴歸分析結果 66
表 4- 10 中介效果檢驗 68

圖目錄
圖 2- 1 台灣地區不動產及仲介網站使用狀況 4
圖 2- 2 不動產/房仲類別網站到達率vs.廣告曝光率 6
圖 2- 3 「房地王」新屋與預售屋入口網站首頁 8
圖 2- 4 台北房地王首頁 9
圖 2- 5「房地王」網站導覽 10
圖 2- 6 Google 搜尋技術總覽 27
圖 2- 7 Yahoo! 奇摩關鍵字廣告行銷的搜尋範例 30
圖 2- 8 廣告聯播模式 31
圖 3- 1 本研究之概念性架構 …………………………………………………… 43

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