組織服務性產品購前資訊搜尋行為之研究

THE STUDY ON THE INFORMATION SEARCHING BEHAVIOR OF BUSINESS PRE-PURCHASING SERVICE PRODUCTS

樊祖燁(Tsu-Yeh Fan)

指導教授 ： 黃營杉

國立臺北大學/商學院/企業管理學系/博士(2010年)

摘要

組織採購是由採購中心進行採購流程。採購中心成員乃是由與採購流程相關之各單位人員組成，並依功能別分為六種角色；發起者、把關者、影響者、決定者、購買者及同意者。組織採購服務性產品前的資訊搜尋行為，對後續產品規格的決定以及尋找供應商有關鍵性的影響，但相關的研究卻不多見。本研究以組織中皆會採購之服務性產品；辦公室電腦網路系統為例，利用焦點團體討論法及問卷調查法，以台灣及中國五種不同產業的採購中心成員為受訪者，發展出組織採購服務性產品之採購決定因素量表。
接著對組織服務性產品的購前資訊搜尋行為做實證研究。研究結果發現，受訪者對採購決定因素之產品性能構面的重視程度對人際類資訊來源接觸度的影響是顯著的。這說明了受訪者對採購產品的不確定性雖會反應到對採購決定因素的重視程度，但受限於時間壓力、既定印象與期望值等因素，只有對產品性能的重視程度會影響其對人際類資訊來源的接觸度。受訪者對資訊來源的信任度會正向影響其對人際類及非人際類資訊來源的接觸度，但專業性的迴歸係數都較可靠性高，表示資訊來源專業性是資訊來源可信度中最重要之構面。
在干擾研究部份；受訪者具備的主觀產品知識對受訪者對人際類資訊來源信任度與人際類資訊來源接觸度的影響產生正向的干擾，但對受訪者對非人際類資訊來源信任度與非人際類資訊來源接觸度的影響，干擾效果不顯著。本研究認為是因為受訪者的客觀產品知識較低，對相較於人際類資訊複雜的非人際資訊，在資訊內容了解上有困難而無法去多做接觸。在角色別部份，發起者與決定者角色的受訪者都會對資訊來源信任度與資訊來源接觸度的影響產生干擾。本研究認為是發起者往往是採購產品最後的使用者，決定者多半是採購品牌的實際決定者，兩者都是採購中心成員中利害攸關程度較高的角色。
總之，本研究由量表的發展開始到組織服務性產品購前資訊搜尋行為的研究，並探討了採購中心成員具備的產品知識與角色別對外部資訊搜尋行為產生的干擾效果，在以往的研究中是較少見的。研究結果有助於行銷人員預先了解採購中心成員對各採購決定因素的重視程度，並依據其角色別及具備的主觀產品知識分群，進而擬定行銷策略，使其在外部資訊搜尋的行為中接觸到適當的產品資訊並內化為產品知識，以做出對廠商有利的採購決定。

關鍵字

組織採購 ； 資訊搜尋 ； 服務品質 ； 資訊來源可信度 ； 產品知識

並列摘要

The purpose of this study is to develop a service product buying determinants instrument for members of buying center and examine their information searching behavior prior to purchasing service products. In previous pre-purchase information searching research, we have come to learn that information searching behavior is much related to the purchased result. There are a lot of literature discussing consumer buying behavior, but business buying behavior is seldom discussed. Currently, none service product buying determinant instrument can be applied on business service products procurement.
Based upon a development paradigm of marketing measurement inventory, the study developed a service product buying determinant instrument using an example of information system integration product - office computer networking system from a buyer center members’ perspective. First of all, conceptually, we obtained 23 items buying determinants by literature review and focus group discussion, and then divide them into 4 groups according to their attributes. To verify the theoretical model, we used first questionnaire method to conduct then analyze the collected data. By using corrected item-total correlation and exploratory factor analysis, we finally narrowed down to 15 buying determinants. Then we used second questionnaire method to verify the instruments reliability and validity by confirmatory factor analysis and a buying intension survey of three famous brands of computer servers. The three brands are IBM, HP and Acer. At the end, the 3 factors and 15-item instrument shows satisfactory reliability and validity.
Next, the study examines the pre-purchasing information searching behavior of buying center members. The study illustrated all respondents do not have enough knowledge about the specifications of an office computer networking system. All of them can only make the buying decision by their evaluation weight of the buying determinants. The most frequent information sources the buying center members contact and service providers can provide are internets, professional magazines and salesmen.
The linear regression models have been constructed to explore the relationships among the weight of buying determinants and the frequency of contact information source, the weight of source credibility and the frequency of contact information source. The study illustrated that the buying determinants which the respondents considered are more important and the credibility of sources are positively related to the contact frequency of the information sources. The moderating effects of the roles of the buying center members, the subjective and objective knowledge which they have were discussed as well, the roles and the subjective knowledge of respondents have moderating effects on the relationship of the source credibility and the information searching frequency.
The result of the study is useful for service companies to develop their marketing programs and allocate the media resources. On the basis of the study result, service companies can divide the members of buying centers into different groups according to their roles and subjective knowledge. Through the application of the service product buying determinant instrument, service companies can understand the weight of buying determinants in the minds of members of buying centers and deliver messages to specific buying center members using the most effective information media.

並列關鍵字

organizational buying ； information searching ； service quality ； source credibility ； product knowledge

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