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題名：產品知識、搜尋價值對網際網路資訊搜尋量影響之研究
作者：汪志堅 引用關係
作者(外文)：Chih-Chien Wang
校院名稱：國立中興大學
系所名稱：企業管理學系
指導教授：黃營杉
學位類別：博士
出版日期：1999
主題關鍵詞：資訊搜尋；產品知識；搜尋價值；快樂性；功利性；網際網路；網路行銷；Information Search；Product Knowledge；Search Values；Hedonic；Utilitarian；Internet；Internet Marketing
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(7) 博士論文(1) 專書(0) 專書論文(0)
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由於產品知識對於資訊搜尋量的影響究竟為何迄今未有定論，而且過去研究忽略以快樂性價值來解釋搜尋行為的研究，加上網際網路快速成長，而網際網路的高度互動性有助提供消費者所需的訊息等背景，本研究針對網際網路的商品資訊搜尋量進行研究，探討產品知識與搜尋價值對於資訊搜尋量的影響。在經過本研究的文獻探討與推論後，本研究將產品知識區分為主觀產品知識與客觀產品知識等兩個子概念，並將搜尋價值區分為快樂性價值與功利性價值等兩個構面，分別探討其對於資訊搜尋量的影響。研究中以電子布告欄的使用者作為受訪對象，以電子郵件問卷的方式進行問卷調查。研究結果發現，主觀知識與客觀知識對於資訊搜尋量的影響並不相同，不同網際網路訊息管道受產品知識的影響情況亦不相同，而搜尋價值中的快樂性價值會對資訊搜尋量產生正面影響，但功利性價值對於搜尋量的影響則視訊息管道的不同而有差異。本研究並針對後續研究提出建議認為，後續研究可進行 方向包括發展快樂性價值量表、釐清主觀與客觀知識對於資訊搜尋量的影響、探討不同訊息管道中資訊搜尋行為的差異、探討訊息管道的快樂性與功利性成份等。
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 focus on the information search in Internet. In the reasons that there is no common consensus in the relationship between product knowledge and information search and few studies in the past keep their sights on the impact of hedonic values of information search on information search behavior, this study consider the impact of product knowledge and information search values 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-construct, objective knowledge and subjective knowledge and considering two dimensions of information search values-hedonic and utilitarian values. 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 found that the impacts of objective knowledge and subjective knowledge on the amount of information search is quite different and the influent relationship would be different in different information channels. It also found that hedonic values had positive effects on the amount of information search while the impacts of utilitarian values on the amount of information search depended on the information channel. Suggestions are provided that the following studies may focus on developing the hedonic values scale, finger out the different effects of objective and subjective knowledge on information search behavior, explore the difference of information search behavior in various information channel, and to analysis the information channels’ hedonic and utilitarian contents.
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