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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=The Impact of Consumer Experiences and Knowledge on External Information Search |
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作 者 | 張重昭; 黃麗霞; 沈致瑋; | 書刊名 | 臺大管理論叢 |
卷 期 | 11:2 2001.06[民90.06] |
頁 次 | 頁197-237 |
分類號 | 496.34 |
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; |
語 文 | 中文(Chinese) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。