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題名：網路購物動機類型對資訊搜尋決策之影響
書刊名：管理評論
作者：傅豐玲 引用關係／周逸衡／游聖瑾
作者(外文)：Fu, L. Fongling／Jou, Jacob Y. H.／Yu, Sheng-chin
出版日期：2006
卷期：25:4
頁次：頁73-96
主題關鍵詞：網路購物動機；動機類型；資訊搜尋決策；網路市場區隔；Motivations on online shopping；Motivation styles；Decisions on information searching；Segmentation of online market
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(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:7
  • 點閱點閱:24
本研究根據修正的Maslow需要階層與網路購物特質來區隔網路購物市場，並分析各動機類型消費者的人口統計特質、網路使用經驗、網路使用行為，以及不同動機類型消費者的資訊搜尋決策，期能深入了解網路購物消費者的決策行為模式。 經由網路調查共收集6069份有效問卷，再以分層抽樣選取2346份為分析樣本。結果發現網路購物者的五項動機，依序為：“尊重”、“成就”、“經濟”、“便利”、及“不受干擾”。由集群分析結果發現，有“追求尊重成就”(43%)與“追求自在便利”(57%)兩種動機類型的網路購物市場，正確區別率為95.6%。主要區別因素是“尊重”及“成就”，顯示Maslow之動機階層確實存在。“追求尊重成就”群較年輕、高中生比例較高、網齡較淺、較多使用付費網路；在網路購買頻次、購物前瀏覽網站的數目、對產品的熟悉度及對網路熟悉度的主觀評價等網路使用變數上皆較高。兩群消費者在資訊搜尋決策上亦有顯著差異；“追求尊重成就”型會尋求更多種不同來源之資訊，所搜尋資訊之數量亦較多，且較會由知名網站或知名品牌開始搜尋；此外，在購物網站內，較多由“新品上市”或“促銷品”開始搜尋，亦較認可網路上所提供的資訊品質。顯示動機是合適用來區隔網路購物市場的變數，同時動機類型也對資訊搜尋決策有顯著影響。
This study performed market segmentation for online shoppers based on a modified version of Maslow's hierarchy of needs and the subjects' shopping styles. Analyses were conducted on how consumers with different motivation styles vary in terms of their demographics, online experience, and net-browsing behavior. Motivation styles also influence what choices were made in online shoppers' information search. Through the discussions this study hopes to gain a deeper understanding on how online shoppers make their purchasing decisions. An online survey yielded 6, 069 valid responses, of which 2, 346 are chosen through stratified sampling for the use of this investigation. Results showed that online shoppers are motivated by five factors ”respect,” ”achievement,” ”economy,” ”convenience,” and ”no interruption,” listed according to the order of their importance. Cluster analysis revealed two motivation styles that dominate the online shopping market: ”pursuing respect and achievement” (43%) and ”pursuing economy and convenience” (57%). The accurate discrimination rate was 95.6%. Findings showed that ”respect” and ”achievement” were the two main factors of discrimination, which supported Maslow's theory on motivation hierarchy. The ”pursuing respect and achievement” cluster was relatively younger, with a higher percentage of high school students; Their online experience was shorter and tended to use paid instead of free Internet; This cluster demonstrated higher performance in terms of online shopping frequency, the number of Websites browsed before making the actual purchase, familiarity with the product, and self-evaluation on familiarity with the Internet. The two clusters showed significant difference when it comes to information search. The ”pursuing respect and achievement” cluster was inclined to seek information from a variety of sources. Their quantity of information obtained was larger, and they were more likely to start their searches from renowned Websites, famous brands, and the latest or discounted products on an e-shopping site. This group showcased stronger approval over the quality of information obtained from online sources. These findings showed that motivation was not only a suitable factor for online market segmentation but also a significant influence over information searching strategies.
期刊論文
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會議論文
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學位論文
1.汪志堅(1999)。產品知識、搜尋價值對網際網路資訊搜尋量影響之研究(博士論文)。國立中興大學。new window  延伸查詢new window
圖書
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其他
1.王瑞之(1997)。線上購物發展現況及未來願景，0。  延伸查詢new window
2.張政德(1997)。網路購物實現你足不出戶便可購遍全世界的美夢，0。  延伸查詢new window
3.InternetHomeAlliance(2003)。Chairman Roundtable: Toward an Actionable Taxonomy of the Connected Home Market，0。  new window
4.UCLA Center for Communication Policy(2003)。The UCLA Internet Report: Surveying the Digital Future Year Three，0。  new window
圖書論文
1.Anderson, C.(1996)。Computer as audience。Interactive marketing: The future present。Lincolnwood, IL：NTC business Books。  new window
 
 
 
 
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