採購中心成員產品知識與購買涉入對購前外部資訊搜尋行為之影響

The Effects of Product Knowledge and Purchasing Involvement on Buyer Center Members' Pre-purchasing Information Searching Behavior

10.29735/SJEB.201103.0001

樊祖燁(Tsu-Yeh Fan)；黃營杉(Ing-San Hwang)；李祥銘(Hsiang-Ming Lee)

採購中心 ； 主觀產品知識 ； 客觀產品知識 ； 資訊搜尋 ； 購買涉入 ； Buyer Center ； Subjective Product Knowledge ； Objective Product Knowledge ； Information Searching ； Purchase-decision Involvement

東吳經濟商學學報

72期（2011 / 03 / 01）

1 - 30

繁體中文

本研究以辦公室電腦網路系統為例，利用問卷調查法，由組織採購中心成員為受訪者，研究組織採購服務性產品前，採購中心成員所具備的主觀產品知識、客觀產品知識及購買涉入程度對其購前外部資訊搜尋行為之影響。研究結果發現，採購中心成員所具備的主觀產品知識與其對外部資訊來源的接觸度成倒U型關係，採購中心成員所具備的客觀產品知識與其對外部資訊來源的接觸度成正相關，而其所具備的購買涉入程度則因產品的複雜性而使其與對各外部資訊來源的接觸度呈負相關關係。此研究結果有助於廠商在銷售服務性產品時，預先了解採購中心成員所具備之主觀產品知識、客觀產品知識及購買涉入程度對其購前外部資訊搜尋行為之關係，並可藉此擬具其行銷策略。以提供一個對組織採購中心成員有效的資訊傳達途徑。

The purpose of this research is to investigate the pre-purchasing information searching behavior using an example of office computer networking system from buyer center members' perspective. The study illustrated that the objective product knowledge which the respondents have is positively related with their information searching behavior. The relationship between the subjective product knowledge which the respondents have and their information searching is inverted-U shaped curve. The involvement of the respondents is negatively related with the information searching since the complexity of the product. The result is helpful for service providers to understand the customers' information searching behavior and is useful to deliver messages to buyer center members by appropriate media.

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