學生在外地求學時，選擇校外的租屋往往是一大課題。過去的尋找租屋方式，學校會幫忙整理附近的租屋處提供學生聯絡房東，亦或是直接在校園附近的街道看租屋張貼告示，而歸功於網路的興盛，線上訂房旅遊以及租屋網站興盛，現代的學生也都會在網路上尋找租屋，常理說學生套房出租廣告的房間照片通常會呈現該房間最完美的一面，但卻另外一派房東會提供房間雜亂不整齊的照片，這種違反主流審美觀的操作，卻沒有被市場淘汰，表示一定有其市場。因此，本研究以線上尋找租屋廣告之學生的角度切入，將套房出租廣告的照片分為真實與完美版本，配合文案內容探討閱讀完廣告後對於照片、文案內容以及整體廣告的想法，是否會影響最後的看房意圖。透過問卷方式取得相關數據，再進一步使用Partial Least Squares 方法來找出各構面之間的關係。實證結果發現真實性的照片與完美的照片之看房意圖確實有顯著的差距，且真實版本較完美版本高，而照片的不同對於後續意圖的影響因素也不同，當廣告呈現照片真實的一面，只要能提高閱讀者對該廣告的相信程度，對於判斷性的正向影響較大於完美版本並影響看房意圖，因此房東在設計出租廣告時，建議能夠盡量呈現照片最真實且不要太多修飾的一面，提升對該廣告的可信度，讓閱讀者認為該廣告是值得相信並提高其願意看房的意願。

Generally, landlords present the best aspects of their properties in the photos they post in their student apartment rental advertisement. However, against normal practice, there are also landlords who provide photos of rooms in their natural state, which is often messy and disorganized. Therefore, this thesis focuses on advertisements that have perfect or realistic photos and considers from the perspective of those searching for rental apartments how they perceive the photos and the landlords' comments, and their intention to visit the rental apartments. Relevant data is obtained through questionnaires and partial least squares analysis is used to analyze the data. The empirical results show that there is a significant difference in the intention to visit apartment, and the intention to visit is higher for the realistic version than the perfect version. Therefore, when designing rental apartment advertisements, landlords can consider presenting the most realistic and unadorned aspects of the photos. Such a move can enhance the credibility of the advertisement and willingness to visit the rental apartment.

論文審定書 i
中文摘要 ii
英文摘要 iii
目錄 iv
圖次 v
表次 vi
第一章 緒論 1
第一節 研究動機 1
第二節 研究問題與目的 2
第三節 研究流程 3
第二章 文獻探討與假說建立 4
第一節 租屋市場及學生租屋現況 4
第二節 學生套房租屋廣告 4
第三節 訊息可信度 (整體) 8
第四節 好奇心-整體 9
第五節 感知判斷性-整體 10
第六節 選擇困難性 10
第七節 看房意圖 11
第三章 研究方法 13
第一節 研究模型 13
第二節 研究構面 13
第三節 操作型定義與問項 15
第四節 問卷施測與分析工具 17
第四章 數據分析 18
第一節 樣本結構 18
第二節 研究構面分析 20
第三節 假說驗證 24
第五章 結論與建議 29
第一節 討論 29
第二節 理論貢獻 31
第三節 實務意涵 31
第四節 研究限制與未來方向 32
參考文獻 33

參考文獻
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