從資訊搜尋觀點探討影響網站使用行為之因素－以體驗導向與目標導向網路活動為比較之研究

Research on Website Usage Behavior through Information Search Perspective: A Comparison of Experiential and goal-directed Behaviors

林娟娟(Judy Chuan-Chuan Lin) ； 陳文彥(Wun-Yan Chen)

《資訊管理學報》 16卷4期 (2009/10) Pp. 21-48

https://doi.org/10.6382/JIM.200910.0021

摘要

資訊搜尋不僅是消費者購買決策過程中的重要階段，同時也是企業影響消費者行為的關鍵階段(Schmidt & Spreng 1996)。隨著網路的普及，網站已成為一般民眾獲取資訊的主要管道。然而資訊搜尋過程中有哪些因素會影響消費者資訊搜尋行為，以及這些因素與網站使用行為間的關係為何，一直是企業所關注的焦點。因此，本研究以網站滿意度與網站涉入為核心，探討網站互動性、網站資訊品質以及搜尋過程中的享樂價值對網站使用意願的影響。本研究回收之有效樣本為321份，並採用PLS(Partial Least Squares)進行資料分析。研究結果顯示，網站使用意願受到網站滿意度與網站涉入影響，網站資訊品質與互動性功能（雙向溝通、反應性與主動控制）則對網站滿意度與網站涉入產生影響。而搜尋過程之享樂價值亦對網站涉入產生影響。此外，本研究亦發現，體驗導向與目標導向等不同之網路活動的確會對各變數間之關係產生顯著的差異。

關鍵字

電子商務 ； 資訊搜尋行為 ； 網路互動性 ； 網路行銷

並列摘要

Along with the rapid growth of the Internet, online information search has become a prevalent Internet activity. However, little research has addressed the factors and website features that influence website information search behavior. Therefore, this study aimed at the Internet users' searching behavior, and further probed into users' willingness of continuous websites use.
Based on the prior literature, a model was proposed and empirically tested to gain a better understanding on Internet users' search behavior. The results showed that Internet user's willingness to revisit was mainly influenced by his/her involvement and satisfaction toward the website, and these two factors were affected by website information quality, website interactivity, and hedonic value. Also, the research model was moderated by goal-directed and experiential behavior.
Together, they explained 57.4% and 48.61% of the observed variances in website use intention for goal-directed and experiential groups, respectively. The findings contribute to theoretical and managerial understanding of the information search behavior among the Internet users, which can help enterprises develop more effective website environments and create more opportunities reach out internet users.

並列關鍵字

Electronic Commerce ； Information Search Behavior ； Interactivity ； Internet Marketing

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