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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29883
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29883


    Title: 在網路購物環境中資訊結構與資訊超載對消費者決策品質、消費信心及決策滿意度的影響
    Authors: 黃育盈
    Huang, Yu-Ying
    Contributors: 張愛華
    Chang, Ai-Hwa
    黃育盈
    Huang, Yu-Ying
    Keywords: 資訊超載
    資訊結構
    網路環境
    Information overload
    Information structure
    on-line environment
    Date: 2005
    Issue Date: 2009-09-11 16:47:24 (UTC+8)
    Abstract:   本研究之主要目的,在於探討虛擬的網路環境中之「資訊超載」的現象,其存在是受到哪些因素的影響,同時討論其對消費者線上購物感覺的影響。除此之外,本研究同時也討論了以下兩個變數:選擇方案的數量與產品屬性水準數所構成的資訊結構,是否影響消費者所認知的資訊超載。同時,本研究亦將探討時間限制所引發的負面情緒變化,是否會讓消費者在篩選產品資訊感到疑惑與壓力。因此,本研究包含了選擇方案與產品屬性水準數等資訊結構的兩個自變數,以及第三項自變數負面情緒,第四項自變數網路使用經驗與習慣;至於應變數則為決策正確性、消費信心與決策滿意度。

      本研究使用實驗設計的方法來操作化研究架構,並模擬網路購物情境以進行操弄。本研究之研究結果摘要如下:

    一、選擇方案數量對決策正確性有負向影響,產品屬性水準數對決策正確性有負向影響。
    二、每日平均上網時數會影響決策正確性之高低。
    三、負面情緒起伏越大,則決策正確性會下降,資訊超載的程度則是上升。
    四、資訊超載程度的高低主要是受到選擇方案的數量所影響。
    五、資訊超載程度越高,則決策正確性會下降,且消費信心亦下降。
    六、消費信心越高,則決策滿意度高低會上升。
    七、考慮時間越長,則決策正確性會上升;但考慮時間與資訊超載互不影響。
    八、資訊超載與負面情緒均對決策滿意度有顯著影響,但是決策正確性則否。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    93355078
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093355078
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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