政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/76871

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/76871

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政大典藏 > College of Commerce > Department of MIS > Theses > Item 140.119/76871

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/76871

Title:	搜尋動機對持續性社群網路資訊搜尋影響之探討 Identifying the Motivations of Ongoing Social Network Information Search
Authors:	劉瑞祥
Contributors:	管郁君劉瑞祥
Keywords:	持續性資訊搜尋搜尋動機社群網路購買意圖 ongoing information search search motivations social networks purchase intentions
Date:	2015
Issue Date:	2015-07-27 11:23:37 (UTC+8)
Abstract:	網路購物興盛、社群網站湧現以及資訊搜尋的方便性，持續性資訊搜尋成為購買決策很重要的影響因素。本研究先蒐集相關文獻與彙整搜尋動機的元素，共包括九種資訊搜尋動機，分別是：探索動機、滿足動機、價值動機、思想動機、產品提供豐富度、產品資訊提供、方便性、角色動機以及社交動機，並將這九種元素歸納為三種資訊搜尋動機，分別是：享樂性、功利性以及社交性，再探討搜尋動機與持續性社群網路資訊搜尋對購買意圖的影響關係。本研究透過網路發放問卷，有效樣本共480份，採用量化分析，並以最小平方法(PLS)進行有效樣本之實證分析。本研究經因素分析發現，探索動機與滿足動機同屬於一種構面，本研究將此構面命名為：「探索滿足」；產品提供豐富度、產品資訊提供、方便性同屬於一種構面，本研究將此構面命名為：「資訊可得」；角色動機與社交動機同屬於一種構面，本研究將此構面命名為：「社交需求」。此外，在思想動機與價值動機方面，本研究則是分別重新將這兩種構面命名為：「資訊潮流」與「優惠需求」，以更符合理論邏輯與這兩種因素的意涵。本研究結果顯示：研究分析歸納的五種資訊搜尋動機：探索滿足、資訊潮流、資訊可得、優惠需求、社交需求，對於持續性社群網路資訊搜尋皆具有正向的影響；持續性社群網路資訊搜尋對購買意圖亦具有正向的影響關係，而產品需求強度對於持續性社群網路資訊搜尋與購買意圖之間的關係則是不具有調節效果。這代表無論消費者對於產品是否有需求，只要平時在社群網站上瀏覽到產品的相關資訊時，就能影響人們購買意圖的產生，這間接證實了非計劃購買發生的可能，也突顯了持續性資訊搜尋的重要性。最後，本研究結果期望可以提供個人或業者於社群網站上的產品銷售策略之經營與學術未來研究之方向。 Due to the flourishing of Internet shopping, the emergence of social network sites and the convenience of information search, ongoing search has become a very important purchase decision factors. In this study, we collected relevant literature and aggregated a total of nine kinds of search motivations, namely: adventure, gratification, value, idea, product offerings, product information, convenience, role and social. The nine search motivations are summarized into three search motivations, namely: hedonic, utilitarian and sociality. Then, we explore the effect relationship for the search motivations and ongoing social network information search to the purchase intentions. Then, we did questionnaires via the internet and a total of 480 valid samples were received, after that, we used quantitative analysis and used partial least square (PLS) to conduct empirical analysis. By factor analysis, we found that adventure motivation and gratification motivation belonged to the same factor, we named “exploration meet”. Product offerings, product information and convenience motivation belonged to the same factor, we named “information availability”. Role motivation and social motivation belonged to the same factor, we named “social needs”. In addition, we re-named idea motivation to “information trend” and value motivation to “preferential needs” to make these two kinds of factors be more consistent with logical and theoretical implications. The result of this study showed that the five kinds of search motivations: exploration meet, information trend, information availability, preferential needs and social needs all had positive impacts on ongoing social information search. Ongoing social information also had positive impacts on purchase intentions. But the product needs intensity didn’t have a moderating effect between ongoing social information search and purchase intentions, this result not only indirectly confirmed possibility of unplanned purchase, but also highlighted the importance of ongoing search. Finally, the results of this study could be expected to provide marketing strategy for persons or industries on the social network sites and could be referred for the future of academic research.
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Description:	碩士國立政治大學資訊管理研究所 102356012
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G1023560121
Data Type:	thesis
Appears in Collections:	[Department of MIS] Theses

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