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題名：影響網路商店推薦商品購買意願之因素
作者：顧宜錚 引用關係
作者(外文)：Yi-Cheng Ku
校院名稱：國立中山大學
系所名稱：資訊管理學系研究所
指導教授：梁定澎
學位類別：博士
出版日期：2005
主題關鍵詞：推敲可能性模式；購買意願；推薦系統；社會影響力；recommendation systems；elaboration likelihood model；social influence；purchase intention
原始連結：連回原系統網址new window
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隨著資訊搜集整合技術的發展，消費者在網路商店購物時面臨的問題，不再是可行方案不足，而是資訊超載的情況，使得消費者必須花費高度的心力於資訊的過濾而造成處理成本大幅增加。因此，為解決資訊搜尋的問題，有學者提出建構具有資訊過濾機制的推薦系統，以有效降低消費者的搜尋成本，尤其網路商店可以利用推薦系統進行大量的消費者個人偏好設定或商品推薦，比傳統商店更適合進行個人化服務。
然而網路商店的推薦系統所推薦的商品，要讓消費者有意願購買才能真正達到行銷的目的，因此，本研究以推敲可能性模式和社會影響力二項理論為基礎，從推薦資訊中找出可能影響網路商店推薦商品購買意願的因素。經由實驗法針對書籍和電影二項商品進行模式的驗證後發現，消費者購買推薦商品的意願會受到對購買推薦商品的態度及資訊性影響程度的影響，推薦商品的類型及網路評價會影響消費者對購買推薦商品的態度、資訊性影響認知和規範性影響認知，而且推薦方式不同也會影響到消費者對於資訊性影響的認知。
本研究的研究成果除了提供研究學者進行商品推薦相關研究時參考的依據，網站的管理者也能經由對推薦方式、商品類型和網路評價影響效果的瞭解，進行推薦系統的設計或推薦策略的擬定，以提高顧客的購買意願。
The rapid increase of available products and information on the Internet has created new problems for consumers. In stead of not having adequate alternatives, consumers have to spend a lot of effort in filtering and processing information. Overcoming information overload becomes a key issue for information search. As a result, information filtering and product recommendation become increasingly popular among on-line stores. These e-stores can collect user preference and use the information for product recommendation and personalized services.
The purpose of recommendation systems is to increase consumers’ purchase intentions, which may be affected by many factors. The objective of this study is to investigate factors that may affect the purchase intention of consumers. More specifically, the research adopts two theories, the elaboration likelihood model and the social influence theory, to build a research framework. We assume that the recommendation message affect consumer attitudes and intention through information and social influences. A laboratory experiment was conducted that use books and movies as two products to test the theory. The results indicate that purchase intention was affected by the attitude toward the recommended product and informational influence. The attitude toward the recommended product, informational influence, and normative social influence were affected by the type of the products and web comments on the product. Different recommendation approaches also affected consumers’ perception of informational influence.
The contribution of the research is two folds. First, we develop a theory that can be used to interpret the effect of different factors in the recommendation process. Second, the results have explored much insight into how product recommendation affects consumer attitude and purchase intention and can also be used in designing recommendation systems.
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王凱，超媒體電腦媒介環境中消費者涉入與廣告效果研究—廣告情境與導引策略的調節影響，國立中央大學資訊管理學系未出版博士論文，2001。new window
徐達光，消費者心理學—消費者行為的科學研究，東華書局，2003。
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郭雅如，應用層級分析程序支援行動電話推薦之研究，國立中山大學資訊管理學系未出版碩士論文，2004。
賴裕倉，產品推薦方式與認知風格對使用者滿意度之影響，國立中山大學資訊管理學系未出版碩士論文，2004。

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