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    Title: 涉入程度及認知需求度對於消費者資訊搜尋與分享行為之影響，以資訊成本為調節變數
    The Impact of Consumer Involvement and Need for Cognition on Consumer Information Search and Word-of-Mouth Communication Behaviors ─The Cost of Information as the Moderator
    Authors: 周庭妤
    Chou, Ting Yu
    Contributors: 張愛華
    Chang, Ai Hwa
    周庭妤
    Chou, Ting Yu
    Keywords: 消費者涉入程度
    認知需求度
    資訊搜尋行為
    資訊成本
    consumer involvement
    consumer need for cognition
    information search behaviors
    cost of information
    Date: 2013
    Issue Date: 2014-08-12 14:00:01 (UTC+8)
    Abstract: 近年來，由於網際網路的迅速發展，逐漸成為消費者在購物前搜尋比較的主要工具，而網際網路提供的龐大資料庫，也讓消費者資訊搜尋行為變得更加有效(Dickson, 2000)。本研究以消費者產品涉入度及認知需求度─消費者本身特性的差異做為主要的變數：想了解資訊成本下降，對於消費者的產品涉入度與認知需求度，對資訊搜尋與分享行為之關係是否造成影響，並以品牌忠誠度為控制變數。本研究採便利抽樣，利用網路問卷方式，請消費者先後針對電腦、洗面乳產品購前、購後的資訊搜尋的行為及購後口碑分享的行為填答，共回收兩百分問卷，研究發現：
    消費者廣泛搜尋資訊意願，在電腦與洗面乳產品上皆會被購買涉入程度正向影響，當資訊搜尋成本下降，在電腦產品上『購買涉入程度』與『廣泛搜尋資訊意願』正向關係有強化之趨勢。消費者購後持續搜尋意願，在電腦與洗面乳產品上皆會被購買涉入程度正向影響。消費者口碑傳播意願，在電腦與洗面乳產品上皆會被購買涉入程度正向影響，當資訊搜尋成本下降，在洗面乳產品上『購買涉入程度』與『廣泛搜尋資訊意願』之正向關係被強化。
    Recently, due to the rapid progression of the Internet, consumers get used to do information search on the internet before shopping; and the immense database on the internet facilitate more effective search. In this study we chose consumer involvement and need for cognition, as characters of consumer, to be the main variables. We would like to know that if the cost of information is diminished whether the relation between consumer involvement and need for cognition towards behaviors of information search and world-of-mouth communication would be changed while brand loyalty as a control variable. In this study we use convenience sampling and collect questionnaires on the internet; subjects should respond to their searching and sharing behaviors in computer and cleansing cream in sequence. We collect 200 questionnaires and found that：
    Consumers’ willingness of extensive search will be positively impacted by consumer involvement among computer and cleansing cream. While the cost of information is diminished, in computer we found the stronger positive relation between consumer involvement and the will of extensive search. Consumers’ willingness of persistent search will be impact by consumer involvement among computer and cleansing cream. Consumers’ willingness of world-of-mouth communication will be positively impacted by consumer involvement among computer and cleansing cream. While the cost of information is diminished, in cleansing cream we found the stronger positive relation between consumer involvement and the willingness of world-of-mouth communication.
    Reference: 中文文獻
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    9. 藍才洋(民102) ，「產品價格與複雜度對線上購物決策行為之影響」，國立中山大學資訊管理學系碩士論文。

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    Description: 碩士
    國立政治大學
    企業管理研究所
    101355018
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101355018
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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