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題 名 | 消費者網路資訊搜尋行為之研究--以自助旅行為例=Consumer Internet Information Search Behavior--Take Backpacker as an Example |
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作 者 | 傅豐玲; 周逸衡; 李國志; | 書刊名 | 資管評論 |
卷 期 | 13 2004.12[民93.12] |
頁 次 | 頁125-153 |
分類號 | 496.37 |
關鍵詞 | 自助旅行; 知覺效益; 知覺風險; 網路資訊搜尋行為; Backpacker; Perceived benefit; Perceived risk; Information search behavior in internet; |
語 文 | 中文(Chinese) |
中文摘要 | 網路的普及增加了消費者決策前資訊搜尋的管道,但也提供了超乎負荷量的資訊;本研究選擇以自助旅行這項主題來觀察消費者在道路上的資訊搜尋行為。採用「網路資訊搜尋知覺風險」、「網路資訊搜知覺效益」、「旅遊知覺風險」、「旅遊知覺效益」四項自變數,因變數為「網路資訊搜尋行為」,分為四構面:外部資訊來源策略、資訊搜尋數量、資訊妻尋順序及長期性資訊搜尋策略。 透過網路問卷調查,共蒐集1931份有效問內。因素分析結果顯示共有四項網路資訊搜尋知覺效益因素,分別是「娛樂」、「知覺易用」、「資訊使用效率」以及「資訊有用」;三個網路資訊搜尋知覺風險因素,分別是「可信賴性」、「安全性」以及「時間風險」;五個旅遊旅知覺效益因素,分吸是「愉稅」、「創新」、「功能」、「經濟」以及「標識」;六個旅遊知覺風險因素,分吸是「金錢損失」、「行程不好」、「友誼受損」、「被人嘲笑」、「責任沉重」以及「不夠經濟」。 以集群分析按網路資訊搜尋知覺效益、網路資訊搜尋知覺風險、旅遊知覺效益與旅遊知覺風險得到三群消費者:「高效益低風險群」、「高效益高風險群」及「低效益高風險群」,並由卡方檢定丑各群消費者在四項網路資訊搜尋行為構面上有顯著的差異。 |
英文摘要 | The internet offers a new way for consumers to search information about products before making a purchase decision. However, no one could collect every information available online. The purpose of this study is to discuss how backpackers search for information via the Internet. Four independent variables are used, including “the perceived benefit of online information searching,” “the perceived risk of online information searching,” “the perceived benefit of backpacking” and “the perceived risk of backpacking.” The dependent variable is “Web searching behavior,” which is discussed form four different perspectives: external information resources strategy, quantity of information search, information searching sequence and temporal information searching strategy. Analysis on 1931 valid samples of online survey found four factors of perceived benefit for online information searching. They are “entertainment,” “”perceived ease in product usage” “efficiency in information collection” and “information usefulness.” Factors of perceived risks of online information searching were “credibility” “security” and “time.” Factors of perceived benefits in backpacking were “hedonic,” “innovational,” “functional,” “cost-effective” and “sign.” Factors of perceived risks of backpacking were “money loss,” bad route for travel,“ “damage to friendship,” “heavy duty” and “not cot-effective.” Respondents are divided into three groups after cluster analysis was applied on the perceived benefit and risk of backpacking. The name of the three groups are “high-benefit low-risk,” “high-benefit high-risk” and “low-benefit high-risk.” According to a chi-square test, the groups displayed significant difference in their information search behavior on the Internet. |
本系統中英文摘要資訊取自各篇刊載內容。