| Abstract: | 消費者資訊搜尋的研究已有數十年的歷史，於進入千禧年網路泡沫化之前已進入沉寂階段。然而在行動裝置快速普及的網際網路時代，行動化生活使「持續性資訊搜尋」得到前所未有的支援，以致這個我們以為已經研究得很透徹的領域，需要被重新定位與研究。過去的研究存在兩個主要的研究缺口：(1)大部分消費者資訊搜尋的研究都是探討「購買前資訊搜尋」，只有極少數的研究探討「持續性資訊搜尋」，比較兩種資訊搜尋類型的研究也幾乎不存在、(2)因近十年來缺乏相關的研究，研究的進展停留在網際網路萌芽的時期，行動的環境從未被考慮到，因此在文獻中缺乏與行動化網際網路時代息息相關的構念，而且有些構念需要被重新定義。本研究提出一個適合用於行動化網際網路時代的整合型觀念模式，這個模式依循文獻的主軸脈絡，並考慮行動化網際網路時代所須要的觀察而加以修改。文獻主要的脈絡為：動機影響資訊來源選擇，而不同的資訊來源選擇對市場的影響不同。本研究主張，動機不但影響資訊來源選擇，也影響資訊搜尋類型(購買前資訊搜尋、持續性資訊搜尋)，而在社群網路盛行的現在，對於動機的內涵，需要增加社交動機的觀察。此外，企業期望消費者資訊搜尋的結果是帶來消費和口碑，在過去，口碑訊息的傳播僅限於面對面、人與人，但在行動化網際網路的環境裡，更不能忽視的是網路口碑，因此這個構面需要被豐富化。本研究依循搜尋動機、搜尋類型、搜尋結果三階段的文獻脈絡建構研究模式。搜尋類型分為購買前資訊搜尋和持續性資訊搜尋。搜尋結果包括購買後認知失調和口碑散播。網路口碑是從事電子商務的企業成敗關鍵之一，而文獻指出購後失調與口碑息息相關，因此本研究架構中，將購後失調納入搜尋結果階段之構念之一，加以探討。此外，並推論產品重要性為搜尋動機與搜尋類型間之調節變數。資料分析的結果與發現：(1)將資訊搜尋動機重新分成六類：「詳情與新訊(Offerings Factor)」、「探索與滿足(Exploration Factor)」、「社交與助人(Social Factor)」、「比價與節約(Saving Factor)」、「產品與優惠(Promotion Factor)」、「省時與方便(Ubiquity Factor)」。(2)搜尋動機與搜尋類型間的關係：六種動機皆與持續性搜尋有顯著的正向關係，但僅有四種動機與購買前搜尋有顯著的正向關係。(3)產品重要性在搜尋動機與持續性搜尋間的干擾效果未獲證實，而是與持續性搜尋有關。(4)購買後失調構面原包含購買後搜尋與購買後認知失調的問項，分析結果發現，這些問項的結構應分為兩個構念(亦即購買後搜尋與購買後認知失調) ，並且兩種搜尋類型皆對購買後搜尋和購買後認知失調有顯著的正向影響，而購買後認知失調對購買後搜尋亦有顯著正向的影響。(5)購買後搜尋和購買後認知失調皆對口碑傳播有顯著的正向影響。
Consumer information search has been the focus of numerous studies for decades. However, before we entered the Millennium, this research stream had lost its momentum. In the m-commerce era, with the proliferation of mobile devices, “ongoing information search” is imparted with
unprecedented possibility. As a consequence, this topic needs to be redefined and thoroughly studied again. Two
major research gaps are observed. First, the focus of CIS researches in the past was on “pre-purchase information search”; and studies on “ongoing information search”were rare. Secondly, the progress of CIS research came to a halt long before m-commerce became a reality, thus mobile
environment was never imagined and constructs concerning mcommerce were not found in the mainstream of CIS literature. Moreover, some constructs used in previous studies also need to be redefined. This research proposes an integrated research model with mcommerce in mind. The core of the logical linking is between motivation and information search types (ongoing vs. pre-purchase search), and between search types and market result. This research contends that motivation has
to do with search types, and that search types affect market result or search result. Search result includes post-purchase dissonance and WOM. Business wish for CIS to bring about (positive) word-of-mouth. In the past, WOM is limited to personal encounters. But in m-commerce environment, e-WOM is more pervasive and of more importance, thus this construct needs to be enriched. This
research also introduces product importance as the moderator of the relationship between search motivation and search types. Analysis results show that 1) there are six factors of search motivations. They are offerings factor, exploration factor, social factor, saving factor, promotion factor, and
ubiquity factor. 2) All motivation factors are shown to relate to ongoing search, and only four out of six are related to pre-purchase search. 3) The moderating effect of product importance is not confirmed; rather it directly affects on-going search. 4) Previous literature had included post-purchase search in the post-purchase dissonance construct. The analysis results showed that they are two separate constructs, which are influenced by both types of information search. Moreover, post purchase
dissonance can lead to post-purchase search. 5) WOM is more of a result of post-purchase search than post-purchase dissonance. |
