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    題名: 搜尋、經驗、與信任屬性資訊的有用與可信性解讀：交互與干擾的關係(I)
    其他題名: The Usefulness and Credibility of Search, Experience, and Credence Attribute Information--- Studies on Their Interaction and Moderating Effects
    作者: 邱志聖
    貢獻者: 國立政治大學國際貿易學系
    行政院國家科學委員會
    關鍵詞: 經驗屬性;信任屬性;網路口耳相傳;資訊有用性;資訊可信性
    Experience attribute;Credence attribute;e-Word of Mouth;Information Usefulness;Information Credibility
    日期: 2010
    上傳時間: 2012-06-22 09:49:11 (UTC+8)
    摘要: 依據資訊經濟學的觀點， 產品分類可以依資訊不對稱（ information asymmetry）的高低程度將產品或服務分成搜尋（search）、經驗（experience）及信任（credence）三類（SEC）產品。雖然學術界利用這個產品分類，在過去有不錯的學術發現，但研究也發現在許多時候，研究者並不容易將某些同時具有不同SEC 屬性的產品做適當的SEC 產品分類，尤其是不同背景的消費者與情境下，消費者對於產品的不同SEC 屬性可能有不同的重視程度，因此也造成這些產品的SEC 歸類困難。因此，本計畫認為對許多產品而言，SEC 的研究應以屬性（非產品）為主，如果研究者可以瞭解消費者對於不同SEC 屬性資訊的處理方式，會是進一步奠定這個研究領域的理論基礎。因此，本計畫前兩年先以SEC 屬性（非SEC 產品）為研究重點，探求不同知識程度消費、經驗/信任屬性、與其他外部訊號，對消費者的資訊有用與可信性之影響。第一年計畫主要是透過實驗設計的方式，探討專家/非專家與網路開箱文正負評論對資訊有用性和資訊可信度的影響。本計畫認為，專家與非專家對於SEC 屬性訊息會有不同的解讀。第二年計畫也將以實驗的方式研究長效（信任）屬性、短效（經驗）屬性、與安全標章（搜尋屬性)訊息對消費者資訊有用性和資訊可信度的影響。此年計畫的研究重點是探討SEC 屬性訊息間的關係。這兩年的研究同時也將分析探討消費者的歸因方式。第三年計畫則是以實際市場調查的方式，分析消費者對網路留言版涉入的深度和廣度，如何因為不同屬性的產品（經驗屬性VS 信任屬性為主的產品）的干擾關係，來影響網路推介的(WOM)的意圖。隨著電子商務的發達，消費者愈來愈容易透過網路來取得網友對產品經驗與信任屬性的評價，因此本計畫以網路留言與開箱文訊息為研究背景，來實證研究假設。
    Based on the perspective of information economics, products can be divided into searching, experience, and credence goods. Although fruitful research results have been achieved under this research stream, past research also found that it is difficult to classify products into SEC product categories when it possess more than one SEC attributes simultaneously. In fact, different people under different situations, will focus on different SEC attribute information. Therefore, it is argued that instead of studying the differences among SEC product categories, research should focus more on how consumers process the three SEC attributes information. This will provide a stronger theoretical foundation for this research stream. Thus, we focus on the SEC attributes instead of SEC product classification in our first two year projects. We intend to explore how consumer’s expertise, experience/credence attribute, other product information signals affect their evaluations of SEC attribute information. In the first year’s study, we will empirically explore the effects of consumer expertise and positive/negative message on the information usefulness and credibility. We expect that expert v.s. novice will process the SEC attribute information differently. In the second year’s study, we will empirically explore the effects of short/long term product effect (experience/credence attribute), and credibility of safety mark on the information usefulness and credibility. The focus of this year’s project is on the interaction effects of the three SEC attributes. In both studies, consumers’ attribution processes will also be explored. Finally, the third year’s project will use experience and credence attributes as a moderating variable to explore the different effects of antecedents on e-Word of Mouth intention. The increasing popularity of E-commerce allows consumers have more chances to examine different SEC attribute claims on Internet. Therefore, this study will use Internet platform as its study context.
    關聯: 應用研究
    學術補助
    研究期間:9908~ 10007
    研究經費:820仟元
    資料類型: report
    顯示於類別:[國際經營與貿易學系 ] 國科會研究計畫

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