網際網路消費者購買前資訊搜尋行為之研究

The Research of Consumer Information Search Behavior on Internet

李銘杰(Ming-Jie Li)

指導教授 ： 游志青

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

網際網路之發展不但是目前重要的趨勢，同時網際網路更成為大眾搜尋資訊之重要工具與來源。網際網路消費者之資訊搜尋習慣尚未被完全瞭解時，生產者與消費者間即可能存在認知誤差，從而產生了社會資源與效率上之損失與浪費。本研究之主要目的在於探討消費者購買前網際網路資訊搜尋行為之構面，和消費者於網際網路與一般環境之中，資訊搜尋行為構面之異同，以及消費者於網際網路資訊搜尋行為之影響因素，以提供企業作為進行網際網路行銷活動時，用以提升行銷效率之參考依據。
本研究採用結構方程模式進行分析討論，應用驗證性因素分析及路徑分析，探討網際網路消費者資訊搜尋行為及其前置性因素。本研究得到之主要結論為：(1)網際網路資訊搜尋行為之主要構面包含「資訊搜尋之能力」與「資訊搜尋之動機」；(2)不同於實體資訊搜尋環境，網際網路中，「消費者資訊搜尋之能力」成為影響消費者資訊搜尋行為最重要之因素；(3)網際網路資訊搜尋行為之「成本」與「風險」對消費者之影響相對較低；(4)電子商務行銷人員應更著重於消費者於使用網站能力之教育投入，其次則為引發其搜尋動機。

關鍵字

網際網路 ； 資訊搜尋 ； 電子商務 ； 結構方程模式 ； 行銷效率

並列摘要

The development of Internet has not only become an important trend in nowadays, but also has become an essential tool and a principal source for information search. Nevertheless, there could be recognition errors between producers and consumers since the consumers search behavior on Internet has not been realized completely and that may result in inefficient and wasteful of resources in society.
The purposes of this study were to investigate the framework of information search behavior of consumers on Internet, to compare the differences of the framework of information search behavior on Internet and in regular situation, and to inspect the factors affecting the consumer information search behavior on Internet. The results of this study can be applied to improve marketing efficiency of e-commerce.
The structural equation modeling was adopted in this research; confirmatory factor analysis and path analysis were also applied to examine the consumer information search behavior on Internet and its preexisting factors. The main conclusions of this study were: (1) the major framework of information search behavior on Internet included the ability of information search and the motivation of information search; (2) different from physical information search environment, the ability of information search of consumers was the key factor affecting consumer information search behavior on Internet; (3) costs and risks were relatively less effective to the consumer information search behavior on Internet; (4) the marketing personnel in e-commerce should focus more on educating consumers’ ability of utilizing websites than on inspiring consumers’ motivation of searching.

並列關鍵字

Internet ； information search ； e-commerce ； structural equation modeling ； marketing efficiency

參考文獻

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