隨著網際網路技術的普及，結合網路應用的行銷方式乃漸為趨勢。相對於傳統行銷而言，其具有不受時空限制、提供全年無休、即時服務與大量化行銷等優勢。然資訊化之普及現象，卻又衍生新的課題，如過多資訊的提供，而呈現資訊超載(Overload)之現象，產 生負面效果。因此，如何改善並加強較具有彈性之資訊提供機制，為本文主要探討課題。

本文以房屋代銷業為例，嘗試建構具客制化服務購屋資訊提供機制之雛型架構。研究中針對不同的購屋者類型與購屋資訊需求的差異進行分析，以作為機制建立之基礎。經彙整了33個購屋時常需求的資訊項目，透過因素分 析、群落分析與判別分析方法之整合應用，將需求相同之同一類型購屋者，結合購屋動機、

住宅型式偏好與人口屬性建立判別式，使系統運作時得以依據個人屬性特質提供有效之購屋資訊，以作為量身訂作資訊提供機制之設計基礎，期能加強房屋代銷業網路行銷的有效媒

合。

As the universality of Internet technology is getting popular， the marketing combining with applied Internet technology has become a major tendency. Comparing to traditional marketing， it has the advantages of breaking the boundary of time and space without limitation， providing allthe-year-round instantaneous services and massive promotion activities. However， the popularity of information has deriving new problem such as over supplying information so that the adverse effect of over load is emerged. This study concentrates mainly on the topic of how to

house information by employing example of real estates brokerage industry. Itaimed at analyzing differentiation between various types of property purchasers and house purchasing information requirements to set up a systematic foundation. After collecting 33 different items which were often needed when purchasing house. The synthetic application that utilizing factor analysis， cluster analysis and distraction analysis has associating the same property purchasers that have same requirement with property purchasing motivation， residential preference model and demographic attribute to build up a distinction model. To make sure that when the system is operating， it could provide effective property purchasing information which were based on individual characters to design a measurable personalized online marketing scheme and hope it could enhance a more efficient online system for real estates brokerage industry.