購屋者外部資訊搜尋管道選擇行為與搜尋期間之探討

Homebuyer's External Search Channels' Choice Behavior and the Influence on Search Duration

本文主要目的在討論購屋者對個人來源、商業來源與混合來源的選擇行為，以及其對搜尋期間造成影響。資料方面採用「台灣住宅需求動向調查」2005年第三季已購屋者資料，透過多項邏輯特模型與存活分析，藉以檢驗本文之假說。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。購買預算較高者與有購屋經驗者較常使用商業來源。而常使用混合來源搜尋者，搜尋期間較常使用個人來源者長。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，且個人來源使用有其限制，與一般消費性商品不同。因此，業者可以維持現有行銷管道或與口碑行銷並重，以提升溝通效率。

This study has two goals. One is to know how a homebuyer chooses information sources. The other goal is to examine the relationship between information sources and search duration. We use the homebuyers' data of 2005Q3 acquired from ”Taiwan Housing Demand Survey”. And we use multinomial logit model and survival model to test our two hypotheses. The results show that homebuyers incline to use the commercial sources and mix sources. The buyers who have more budgets or prior housing purchasing experience would like to use commercial sources. Although the personal source has its limit, people who depend on it will have shorter search duration. Therefore, in order to improve transaction efficiency, the firms could use their existing marketing channels and try to build good word-of-mouth at the same time.