消費者訊息搜尋模式分析

Analysis of Consumer Information Searching Patterns

10.6378/JTM.200606.0063

魯真(Jane Lu Hsu)；楊順安(Shuen-An Yang)

訊息搜尋 ； 消費者行為 ； Information Searching ； Consumer Behavior

科技管理學刊

11卷2期（2006 / 06 / 01）

63 - 95

繁體中文

本研究的目的在於瞭解消費者的訊息搜尋模式。研究中以行動電話及運動鞋為實證產品，依台北市人口普查資料中15至64歲之比例抽取樣本。消費者調查於台北市都會區以人員訪查方式進行，有效樣本包括行動電話153份，運動鞋153份。訊息搜尋模式之研究架構中涵蓋產品知識、涉入程度、知覺風險、搜尋利益、搜尋成本、搜尋能力、搜尋動機、以及訊息搜尋程度。 分析結果顯示產品知識除可提高訊息搜尋程度外，還可經由增加消費者訊息搜尋利益、以及強化搜尋能力等方式間接影響搜尋行為。消費者的產品涉入程度及知覺風險正向影響訊息搜尋利益及搜尋動機。當消費者可藉由訊息搜尋而產生較高的搜尋利益或消費者擁有較強的搜尋動機時，其訊息搜尋之程度亦較高。

This study examines the patterns of consumer information searching behavior. Respondents were surveyed based on the age and gender distribution of population between the ages of 15 to 64 in Taipei. Mobile phones and sports shoes were selected in this study to analyze consumer information searching patterns. The survey was conducted in the metropolitan area of Taipei. The total valid samples were 306, including 153 of mobile phones and 153 of sports shoes. As suggested in the literature, the conceptual framework in this study included dimensions of product knowledge, involvement, risk perception, searching benefits, searching costs, searching ability, searching motivations, and the external searching efforts. Results of this study revealed that product knowledge not only influenced information searching efforts directly, but also affected the searching efforts indirectly through searching benefits and searching ability. Involvement and risk perception positively influenced searching benefits and searching motivations. When consumers had strong searching motivations or when they could benefit from information searching activities, they tended to have relatively intense information searching behavior.

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