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| Title: | 線上決策輔助是否改變傳統上消費者之決策漏斗
Do online decision aids change the traditional decision funnel for customers |
| Authors: | 蘇曉淳
Su, Annie |
| Contributors: | 吳文傑
Wu, Jack
蘇曉淳
Su, Annie |
| Keywords: | 線上決策
決策漏斗
消費者
Online decision
Decision funnel
Customers |
| Date: | 2017 |
| Issue Date: | 2017-07-24 12:08:19 (UTC+8) |
| Abstract: | The goal of this study was to build a more holistic and comprehensive look of the effects of search and decision tools (collectively known as decision aids) on the traditional consumer decision process. Specifically, how it affects the information search and alternative evaluation stages. It combined multiple models and concepts from different areas of consumer decision behavior, decision support systems, technology acceptance and task-technology fit theory. It explores how consumers use five different decision aids that are commonly found in today’s marketplace: consumer reviews, social media and electronic-word-of-mouth, comparison matrices, filter agents, and virtual assistants. The effects of these different decision aids were compared in both the information search stage and alternative evaluation stage.
In information search, a 5x2 within-subject factorial study was used to determine the effects of decision aids over time (present vs. ten years ago). Two-way repeated ANOVA found that the effects of decision aids in terms of perceived usage across all decision aids have increased from that of ten years ago. Also, consistent with task-technology fit theory usage between each decision aid differed based on how well the decision aid’s capabilities matched the stage’s need.
In the alternative evaluation stage, three treatments were manipulated: decision aids, task complexity (high vs. low) and step within the alternative evaluation stage of the consumer decision process (screening vs. evaluation step) in a 5x2x2 within-subject factorial design. The treatments were compared by measuring its effects on four dependent variables proposed in technology acceptance literature: perceived ease of use, perceived usefulness, trusting beliefs and intention to use. Three-way repeated ANOVA showed that consumers rely on a two-step process when faced with high task complexity, screening out alternatives based on a simple non-compensatory rule before more detailed evaluation of the remaining alternatives are evaluated. The results were also consistent with task-fit theory with decision aids differing based on how well their capabilities matched each stage. The study however couldn’t provide definitive proof of differences in the two steps within the alternative evaluation as the significance of the results varied. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
103933039 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103933039 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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