商品類型、網站功能與網站類型對網路搜尋行為之影響

The Influence of Product Category, Website Functionality and Types of Website on Web Search Behavior

陳靜怡(Ching-I Chen) ； 莊硯棋(Yen-Chi Chuang)

《行銷科學學報》 15卷1期 (2019/04) Pp. 1-19

https://doi.org/10.3966/181666012019041501001

摘要

網際網路的快速發展與進步促使電子商務的崛起，也養成消費者的線上購物習慣，讓購物網站成為搜尋產品訊息的主要管道之一。本研究採用comScore公司提供美國使用者的線上瀏覽紀錄與產品交易紀錄進行分析。應變數包括以當次瀏覽頁數代表的資訊搜尋廣度，以及以平均單頁瀏覽時間代表的資訊搜尋深度。主要的自變數包括產品類型、網站功能、網站類型等。實證結果顯示，購買搜尋品、瀏覽產品類別專屬網站、網站無回饋機制或多媒體展示功能等因素，會擴大資訊搜尋廣度；購買經驗品、瀏覽綜合產品網站、網站有回饋機制或多媒體展示功能等因素，會增加資訊搜尋深度。本研究根據實證結果推演管理意涵，並提供購物網站業者有關產品與網站經營之策略建議。

關鍵字

線上瀏覽行為 ； 資訊搜尋行為 ； 產品類型

並列摘要

The rapid development and popularization of internet technology helps e-commerce emergence, also makes consumers more likely to shop for almost all types of products online instead of in stores. Online retailer website has become one of the most popular sources of product information. In this study, we analyze the comScore data including the browsing and buying behaviors of online users from the United States. The dependent variables are the breadth of search defined as the number of web pages a consumer browses and the depth of search defined as the average time a consumer spends on a single web page. The independent variables include the characteristics of product categories, the functionality of websites, and the types of websites. Results show that the experience goods and websites with a broad scope, feedback mechanism or multimedia demonstration involve greater depth (time per page) and lower of breadth (total number of pages) of search than the search goods and websites with a narrow scope, no feedback mechanism or no multimedia demonstration. Insights suggest managerial implications involving product and website strategies for online retailers.

並列關鍵字

online browsing behavior ； information search behavior ； product category

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