商品類型、網站功能與網站類型對消費者線上瀏覽行為之影響

The Influence of Product Category,Website Function and Website Type on Consumer Online Browsing Behavior

莊硯棋(Yen-Chi Chuang)

指導教授 ： 陳靜怡

國立暨南國際大學/管理學院/國際企業學系/碩士(2019年)

摘要

在消費者購買決策中包含了問題認知、資訊搜尋、方案評估、購買決策及購後行為。然而，過去研究大多僅探討購買行為的部分，忽略了資訊搜尋行為。在網路普及的現代，網購已然成為消費者購物趨勢，因此探討消費者購買決策時，消費者的資訊搜尋行為是不容忽視的關鍵。故本研究以產品類型、網站功能與網站類型，並加入人口統計變數來探討消費者線上瀏覽行為差異。以美國消費者資料庫為樣本分析發現，相較於經驗品消費者購買搜尋品時傾向廣泛瀏覽(瀏覽頁數)，較低的資訊搜尋深度(平均瀏覽時間)。而網站功能也是影響資訊搜尋行為的因素，當網站具有消費者回饋機制或是多媒體展示功能時，消費者傾向較小範圍的資訊搜尋，但是在搜尋深度上卻顯著增加。最後，網站類型亦影響消費者資訊搜尋行為，相較於綜合網站，當消費者造訪專屬網站時傾向廣泛的資訊搜尋，但在搜尋深度上則是較低。

關鍵字

線上瀏覽行為 ； 產品類型 ； 網站功能 ； 網站類型 ； 隨機效果迴歸模型

並列摘要

Consumer decision process includes problem recognition, information search, evaluation of alternatives, purchase and post-purchase behavior. However, most of the past studies only discuss the part of the purchase behavior, ignoring the information search behavior. Therefore, this study utilizing product category, website functions, website scope and demographic variables, to discuss the heterogeneity in consumer online browsing behavior. An analysis of the online behavior of a representative sample of U.S. consumers shows that comparing to experienced goods, consumers tend to browse greater breadth (total number of pages) and lower information search depth (time per page) in search goods. In addition, the website functions are factors that affect the information search behavior. When the website has a consumer feedback mechanism or a multimedia demonstration, consumers tend to search for a lower breadth, but greater search depth significantly. Finally, the type of website also affects the consumer information search behavior. Compared with the generalists, when consumers visit specialists, tend to search greater breadth and lower depth of information.

並列關鍵字

Online Browsing Behavior ； Product Category ； Website Function ； Website Type ； Random Effect Regression Model

參考文獻

參考文獻

1. Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. and Wood, S. 1997. Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61 (3), 38–53.

2. Bart, Y., Shankar, V., Sultan, F. and Urban, G.L. 2005. Are the drivers and role of online trust the same for all web sites and consumers? a large-scale exploratory empirical study. Journal of Marketing, 69 (4), 133–52.

3. Belkin, N. J., Cool, C., Stein, A. and Thiel, U. 1995. Cases, scripts and Information-seeking strategies: on the design of interactive information retrieval systems. Expert Systems with Applications, 9 (3), 379–395.

4. Belkin, N. J., Marchetti, P. G. and Cool, C. 1993. Braque: design of an interface to support user interaction in information retrieval. Information Processing and Management, 29 (3), 325–344.