產品知識與產品資訊對組織採購行為之影響

The Influences of Product Knowledge and Product Information on Business

10.29698/FJMR.200705.0007

樊祖燁(Tsu-Yeh Fan)

產品知識 ； 資訊複雜度 ； 組織採購角色 ； product knowledge ； information complexity ； roles of business purchase

輔仁管理評論

14卷2期（2007 / 05 / 01）

133 - 153

繁體中文

本文探討提供不同複雜度之產品資訊給組織採購流程中，產品知識程度不同的購買成員時，對其品牌態度及品牌選擇的影響。本研究以工作群組級雷射印表機為例，將產品資訊劃分為複雜產品資訊與簡單產品資訊兩種，並針對71家公司中的332位六種不同角色之採購中心成員，依其對產品了解程度之不同，區分為專家型與非專家型採購者，探討其採購產品時考量的因素與具備產品知識上的差異，以及在接收產品資訊後，兩種採購者所增加的產品知識是否有顯著差別，最後則是探討兩種不同複雜程度之產品資訊，對採購者在產品知識、品牌態度以及選擇上的影響。 本研究透過兩階段的問卷施測，得知受測者產品知識、品牌態度以及選購意願之初始狀況與改變情形。結果顯示，複雜的產品資訊比簡單的產品資訊更能造成採購者的產品知識增加。研究並發現，給予非專家型採購者較簡單的產品資訊，較能改變其品牌態度以及選擇之意圖，但是給予專家型採購者不同複雜度的產品資訊則並無不同的效果。

The purpose of this research is to investigate the influences of providing simple or complex information to members of a buying center with different levels of product knowledge. The effects on their knowledge increments, brand attitudes, and purchase decision are examined. The research employed a field experiment to manipulate the informational level and keep its external validity. There were 332 respondents from 71 companies in total. The study illustrated that respondents obtain more product knowledge from the complex product information. It was also found that novices changed their brand preferences and purchase intention more when simple information was provided. On the other hand, simple and complex information had similar effects on experts.

1. Bei, Lien-Ti(1995).Unpublished Dissertation, Purdue University.
2. Bei, Lien-Ti,Richard Widdows(1999).Product Knowledge and Product Involvement as Moderators of the Effects of Information on Purchase Decisions: A Case Study Using the Perfect Information Frontier Approach.Journal of Consumer Affairs,33(1),165-186.
3. Bettman, J. R.,C. W. Park(1980).Effect of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Process: A protocol analysis.Journal of Consumer Research,7,234-252.
4. Bonoma, T. V.(1982).Major Sales: Who really does the Buying.Harvard Business Review,May-June,111-119.
5. Bradler, S.D.,R. Meeds(2002).Surface-Structure Transformations and Advertising Slogans: The Case for Moderate Syntactic Complexity.Psychology and Marketing,19,595-619.
6. Brooker, Peter(1984).Aircraft Collision Risk in the North Atlantic Region.The Journal of Operational Research Society,35,695-704.
7. Brucks, Merrie(1985).The Effects of Product Class Knowledge on Information Search Behavior.Journal of Consumer Research,12,1-15.
8. Bunn, M. D.(1993).Information Search in Industrial Purchase Decisions.Journal of Business-to-Business Marketing,1(2),67-102.
9. Bunn, M. D.,S.W. Clopton(1993).Patterns of Information Source Use Across Industrial Purchase Situations.Decision Sciences,24,457-478.
10. Engel, J. F.,R. D. Blackwell,D. R. Kollat(1993).Consumer Behavior.Prentice Hall, Inc..
11. Engel, J. F.,R. D. Blackwell,P. Minard.(1993).Consumer Behavior.Prentice Hall, Inc..
12. Fiske, C. A.,L. A. Luebbehusen,A. D. Miyazaki,J. E. Urbany(1994).The Relationship Between Knowledge and Search-It Depends.Advances in Consumer Research,21,43-50.
13. Gardner, M. P.(1984).Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluation.Journal of Consumer Research,10,310-318.
14. Holbrook, Morris,Elizabeth Hirschman(1985).The Effect of Brand and Price Information on Subjective Product Evaluations.Advances in Consumer Research,12,85-90.
15. Johnson, E.,J. E. Russo(1984).Product familiarity and Learning New Information.Journal of Consumer Research,11,542-550.
16. Johnston, W. J.,J. E. Lewin(1996).Organizational Buying Behavior: Toward an Integrative Framework.Journal of Business Research,35,1-15.
17. Kalakota, R.,A. B.(1996).Whinston, Froniters of Electronic Commerce.Addison-Wesley Publishing Company, Inc..
18. Kanwar, R.,J. C. Olson,L. S. Sims(1981).Toward Conceptualizing and Measuring Cognitive Structures.Advances in Consumer Research,7,122-127.
19. Kotler, Philip(1996).Marketing Management-An Asian Perspective.Prentice Hall, Inc..
20. Lowrey, T. M.(1998).The Effects of Syntactic Complexity on Advertising Persuasiveness.Journal of Consumer Psychology,7,187-206.
21. Marks, L. J.,L. C. Olson(1981).Toward a Cognitive Structure Conceptualization of Product Familiarity.Advances in Consumer Research,8,145-150.
22. Olson, Jerry C.,Arch G. Woodside,Jagdish N. Sheth,Peter D. Bennet, (eds.)(1977).Consumer and Industrial Buying Behavior.New York:North Holland Publishing Company.
23. Olson, Jerry C.,Jacob Jacoby,M. Venkatsan, (ed.)(1972).The Proceedings of the Third Annual Conference of the Association for Consumer Research.Iowa City:Association for Consumer Research.
24. Park, C. W.,D. L. Mothersbaugh,L. Feick(1994).Consumer Knowledge Assessment.Journal of Consumer Research,21,71-82.
25. Park, C. W.,D. L. Mothersbaugh,L. Feick(1992).Consumer Knowledge Assessment-How Product Experience and Knowledge of Brands, Attributes, and Features Affects What We Think We Know.Advances in Consumer Research,19,193-198.
26. Park, C. W.,V. P. Lessig(1981).Familiarity and Its Impact on Consumer Decision Biases and Heuristics.Journal of Consumer Research,8,223-230.
27. Petty, Richard E.,John T, Cacioppo(1981).Attitude and Persuasion: Classic and Contemporary Approaches.Dubuque, IA:Wm. C. Brown Company.
28. Punj G. N.,Staelin R.(1983).A Model of Consumer Information Search Behavior for New Automobiles.Journal of Consumer Research,9,366-380.
29. Rao, A. R.,K. B. Monroe(1988).The Moderating Effect of Prior Knowledge on Cue utilization in Product Evaluations.Journal of Consumer Research,15,253-264.
30. Schmidt, J. B.,R. A. Spreng(1996).A Proposed Model of External Consumer Information Search.Journal of the Academy of Marketing Science,24(3),246-256.
31. Sheth, J. N.(1973).A Model of Buyer Behavior.Journal of Marketing,37,50-56.
32. Sujan, M.(1985).Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments.Journal of Consumer Research,12,31-46.
33. Wang, Patsy(1997).Taiwan Printer Market Survey Report.Dataquest
34. Webster, F. E.,Y. Wind(1972).A General Model for Understanding Organizational Buying Behavior.Journal of Marketing,36,12-19.
35. Wellish, H.(1972).From Information Science to Informatics: A Terminological Investigation.Journal of Librarianship,4,158-187.
36. 馬錫文(1996)。如何選購最速配的印表機。旗標資訊月刊，10月號，100-104。
37. 張伯謙(1998)。鎖定辦公室數位化，印表機使用狀況總體檢。資訊傳真週刊，305，10-11。
38. 張伯謙(1998)。大廠紛向PostScript靠攏。資訊傳真週刊，289，1-50。
39. 張峻豪(1998)。網路印表機。微電腦傳真雜誌，10月號，187-212。
40. 曹以斌(1999)。1998台灣資訊應用環境報告。台北:美商國際數據股份有限公司。
41. 彭啓峰(1997)。超越自我的網路印表機。微電腦傳真雜誌，7月號，137-164。
42. 黃振輝(1996)。最新雷射印表機規格解讀。旗標資訊月刊，10月號，76-80。

1. 陳麗珍(2020)。影響航空旅客使用行動商務意圖因素之研究－以知覺成本為中介變項。管理資訊計算，9(1)，224-234。
2. 樊祖燁、黃營杉(2013)。兩岸企業服務性產品採購決定因素之比較研究─量表之發展及信效度驗證。商管科技，14(4)，443-470。
3. 樊祖燁、黃營杉、李祥銘(2011)。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。東吳經濟商學學報，72，1-30。
4. 鍾惠婷、陳欽雨、張宏源(2016)。金融業關係行銷及創新服務對購買意願之影響－以產品知識為調節變項。管理實務與理論研究，10(1)，39-65。