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題名：消費者的經驗與知識對外部資訊搜尋量的影響
書刊名：臺大管理論叢
作者：張重昭 引用關係／黃麗霞／沈致瑋
作者(外文)：Chang, Chung-chau／Huang, Li-shia／Shen, Chih-wei
出版日期：2001
卷期：11:2
頁次：頁197-237
主題關鍵詞：資訊搜尋；喚醒組數；知覺風險；產品經驗；產品知識；Information search；Evoked set；Perceived risk；Product experience；Product knowledge
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  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:0
  • 點閱點閱:71
消費者之外部資訊搜尋行為在消費者購買決策中扮演相當重要的角色。本研究提出一個影響消費者外部資訊搜尋量的整體模型，並針對機車購買者，以問卷調查的資料來驗證所提的假設。本研究將消費者的產品經驗區分為過去購買量和過去滿意度。研究結果顯示，產品購買經驗量對資訊搜尋量的影響並不顯著；過去使用的滿意經驗則會透過減少搜尋利益和喚醒組數而減少資訊搜尋量，但同時又會經由增加知覺風險，而增加資訊搜尋量。產品知識則分為知識的不確定性、選擇的不確定性，和產品興趣。其中知識的不確定性會減少搜尋利益，進而減少資訊搜尋量；選擇的不確定性和產品興趣則會藉由增加喚醒組數，進而增加資訊搜尋量。本文最後並提出幾項管理上的涵義和未來研究建議。
External information search plays a very important role in the process of consumer purchase decision. This study proposes a model of the antecedents of external information search. The hypotheses were tested with empirical data drawn from motorcycle buyers. Consumer experiences were specified by the amount of past purchases and prior product satisfaction. The results showed that the relationship between the amount of past purchases and information search was not significant. Prior product satisfaction would decrease information search by decreasing search benefits and evoked sets, and at the same time increase information search by increasing perceived risks. Product knowledge was classified under knowledge uncertainty, choice uncertainty, and product interest. Knowledge uncertainty would decrease information search by decreasing search benefits. Choice uncertainty and product interest would increase information search by increasing evoked sets. Managerial implications and future research are also addressed.
期刊論文
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8.Staelin, R.(1978)。The Effects of Consumer Education on Consumer Product Safety Behavior。Journal of Consumer Research，5(1)，30-40。  new window
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12.Johnson, Eric J.、Russo, J. Edward(1984)。Product Familiarity and Learning New Information。Journal of Consumer Research，11(1)，542-550。  new window
13.Srinivasan, Narasimhan、Ratchford, Brian T.(1991)。An empirical test of a model of external search for automobiles。Journal of Consumer Research，18(2)，233-242。  new window
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15.Urbany, J. E.、Dickson, P. R.、Wilkie, W. L.(1989)。Buyer Uncertainty and Information Search。Journal of Consumer Research，16(2)，208-215。  new window
16.Bettman, James R.、Park, C. Whan(1980)。Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis。Journal of Consumer Research，7(3)，234-248。  new window
17.Alba, Joseph W.、Hutchinson, John Wesley(1987)。Dimensions of Consumer Expertise。Journal of Consumer Research，13(4)，411-454。  new window
18.Kiel, Geoffrey C.、Layton, Roger A.(198105)。Dimensions of Consumer Information Seeking Behaviour。Journal of Marketing Research，18(2)，233-239。  new window
19.Stigler, George Joseph(1961)。The Economics of Information。Journal of Political Economy，69(3)，213-225。  new window
20.Beatty, Sharon E.、Smith, Scott M.(1987)。External search effort: An investigation across several product categories。Journal of Consumer Research，14(1)，83-95。  new window
21.Narayana, C. L.、Markin, R. J.(1975)。Consumer Behavior and Product Performance: An Alternative Conceptualization。Journal of Marketing，39，1-6。  new window
22.Spiggle, S.、Sewall, M. A.(1987)。A Choice Sets Model of Retail Selection。Journal of Marketing，51，97-112。  new window
23.Bennett, P. D.、Mandell, R. M.(1969)。Prepurchase Information Seeking Behavior of New Car Purchasers - the Learning Hypothesis。Journal of Marketing Research，6(November)，430-433。  new window
24.Britton, Bruce K.、Tesser, Abraham(1982)。Effects of Prior Knowledge on Use of Cognitive Capacity in Three Complex Cognitive Tasks。Journal of Verbal Learning and Verbal Behavior，21，421-436。  new window
25.Claxton, John D.、Fry, Joseph N.、Portis, Bernard(1974)。A Taxonomy of Prepurchase Information-Gathering Patterns。Journal of Consumer Research，1(December)，35-42。  new window
26.Gardner, Meryl P.(1983)。Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations。Journal of Consumer Research，10(2)，310-318。  new window
27.Hess, James(1982)。Risk and the Gain from Information。Journal of Economic Theory，27，231-238。  new window
28.Irwin, Francis W.、Smith, W. A. S.(1957)。Value, Cost, and Information as Determinants of Decision。Journal of Experimental Psychology，54(3)，229-232。  new window
29.Jarvis, Lance P.、Wilcox, James B.(1973)。Evoked Set Size - Some Theoretical Foundations and Empirical Evidence。Combined Proceedings，35，236-240。  new window
30.Monroe, Kent B.(1976)。The Influence of Prices Differences and Brand Familiarity on Brand Preference。Journal of Consumer Research，3(June)，42-49。  new window
31.Russo, J. Edward、Johnson, Eric J.(1980)。What Do Consumers Know About Familiar Products。Advances in Consumer Research，7，417-423。  new window
32.Schotter, Andrew、Braunstein, Yale M.(1981)。Economics Search: An Experimental Study。Economic Inquiry，14(January)，1-25。  new window
33.Sieber, Joan E.、Lanzetta, John T.(1964)。Conflict and Conceptual Structure as Determinants of Decision Making Behavior。Journal of Personality，32(December)，622-641。  new window
34.Udell, J. G.(1966)。Prepurchase Behavior of Buyers of Small Electrical Appliances。Journal of Marketing，30(October)，50-52。  new window
35.Punj, G. N.、Staelin, R.(1983)。A Model of Consumer Information for New Automobiles。Journal of Consumer Research，9(March)，366-380。  new window
36.Hirschman, E. C.、Mills, M. K.(1980)。Sources Shoppers Use to Pick Stores。Journal of Advertising Research，20，47-51。  new window
會議論文
1.Jacoby, Jacob、Kaplan, Leon B.(1972)。The Components of Perceived Risk。Third Annual Conference of the Association for Consumer Research，(會議日期: Nov. 2-5, 1972)。Association for Consumer Research。382-393。  new window
研究報告
1.Houston, Michael J.、Rothschild, Michael L.(1978)。A Paradigm for Research on Consumer Involvement。Graduate School of Business, University of Wisconsin, Madsion。  new window
圖書
1.Loudon, David、Bitta, Alber J. Della(1988)。Consumer Behavior: Concept and Applications。New York, NY：McGraw-Hill。  new window
2.Rudell, Fredrica(1979)。Consumer Food Selection and Nutrition Information。New York, NY：Praeger。  new window
3.Jöreskog, Karl G.、Sörbom, Dag(1993)。New Features in LISREL 8。Chicago：Scientific Software International。  new window
4.Howard, John A.(1963)。Marketing Management: Analysis and Planning。Marketing Management: Analysis and Planning。Homewood, IL：R. D. Irwin。  new window
5.Green, Paul E.、Robinson, Patrick J.、Fitzroy, Peter T.(1967)。Experiments on the Value of Information in Simulated Marketing Environment。Experiments on the Value of Information in Simulated Marketing Environment。Boston, MA。  new window
6.Katona, George、Mueller, Eva(1955)。A Study of Purchase Decisions。Consumer Behavior: The Dynamics of Consumer Reaction。New York, NY。  new window
7.Lanzetta, John T.(1963)。Information Acquisition in Decision-Making。Motivation and Social Interaction - Cognitive Determinants。New York, NY。  new window
8.Wilkie, William L.(1975)。How Consumers Uses Product Information: An Assessment of Research in Relation to Public Policy Needs。How Consumers Uses Product Information: An Assessment of Research in Relation to Public Policy Needs。Washington, DC。  new window
圖書論文
1.Hempel, D. J.(1969)。Search Behavior and Information Utilization in the Home Buying Process。Marketing Involvement in Society and the Economy。Chicago：American Marketing Association。  new window
2.Newman, Joseph W.(1977)。Consumer External Search: Amount and Determinants。Consumer and Industrial Buying Behavior。Elsevier North-Holland。  new window
 
 
 
 
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