政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/111344

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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:	[International MBA] Theses

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