消費者產品知識對網際網路上商品資訊搜尋量之影響

The Influence of Product Knowledge on the Amount of Merchandises Information Search on Internet

汪志堅(Chih-Chien Wang) ； 黃營杉(Ing-San Hwang)

《企業管理學報》 51期 (2001/12) Pp. 109-138

摘要

The consumer research on Internet is a necessary theme because of the rapid growth of usage of Internet recently. The highly interactive of Internet make Internet as a possible channel for consumers’ information search. So this study focuses on the information search on Internet. In the reasons that there is no common consensus in the relationship between product knowledge and information search, this study consider the impact of product knowledge on the amount of information search on Internet. After literature review and inference from obtained empirical evidence, this study separated the construct of knowledge into two sub-constructs, objective knowledge and subjective knowledge. And to discuss the relations between these constructs and the amount of information search. The study use email survey to collect data and the subjects are Bulletin Broad System users. From the results of the survey, it’s found that the impacts of objective knowledge and subjective knowledge on the amount of information search are quite different and the influent relationship would be different in different information channels. Suggestions for future study are also provided in the study.

關鍵字

資訊搜尋 ； 產品知識 ； 主觀產品知識 ； 客觀產品知識 ； 網際網路

並列摘要

The consumer research on Internet is a necessary theme because of the rapid growth of usage of Internet recently. The highly interactive of Internet make Internet as a possible channel for consumers’ information search. So this study focuses on the information search on Internet. In the reasons that there is no common consensus in the relationship between product knowledge and information search, this study consider the impact of product knowledge on the amount of information search on Internet. After literature review and inference from obtained empirical evidence, this study separated the construct of knowledge into two sub-constructs, objective knowledge and subjective knowledge. And to discuss the relations between these constructs and the amount of information search. The study use email survey to collect data and the subjects are Bulletin Broad System users. From the results of the survey, it’s found that the impacts of objective knowledge and subjective knowledge on the amount of information search are quite different and the influent relationship would be different in different information channels. Suggestions for future study are also provided in the study.

並列關鍵字

Information Search ； Product knowledge ； Subjective Product Knowledge ； Objective Product Knowledge ； Internet