網路資訊搜尋行為之整合模式：以心理動機、資訊處理及資訊經濟理論為基礎之研究

An Integrated Model of Information Search Behavior on Internet: Based on Psychological/Motivational, Information Processing and Economic Theories

10.6382/JIM.200507.0223

廖則竣(Che-Chen Liao)；陶蓓麗(Pui-Lai To)；陳志成(Chih-Cheng Chen)

資訊搜尋 ； 網際網路 ； 心理動機 ； 資訊處理 ； 資訊經濟 ； Information Search ； Internet ； Psychology/Motivation ； Information Processing ； Information Economics

資訊管理學報

12卷3期（2005 / 07 / 01）

223 - 245

繁體中文

網際網路的出現對消費者資訊搜尋行為產生相當重要的影響，然而少有研究能根據理論基礎來提出完整的網路資訊搜尋行為模式。本研究以心理動機、資訊處理與資訊經濟理論為基礎，提出一個消費者網路資訊搜尋行為的理論模式，以探索影響消費者網路資訊搜尋行為的核心要素。 研究採用問卷調查法，蒐集到512份有效問卷，並以結構方程模式來驗證研究模式內各變數間的因果關係。研究結果發現搜尋動機不但對搜尋程度最具影響力，也是其它變數及搜尋程度間的中介變數。此外，知覺搜尋能力對搜尋程度有直接及最大的間接影響力，其它變數（包括知覺搜尋成本與知覺搜尋利益）對搜尋程度也有間接影響力。研究結果對理論面及管理面都有良好的啟示。

Internet has become a major impact on consumer information search behavior. However, little research has been done to develop an integrated model of consumer information search behavior based on theoretical foundation. In this research, a theoretical model, based on psychological/motivational, information processing and the economic theories, was developed to examine the factors that would affect consumer Internet information search behavior. The study was conducted in a questionnaire survey. Five hundred and twelve valid questionnaires were collected. A structural equation modeling was employed to test hypotheses. The results showed that search motivation is not only the strongest predictor of search effort but also the mediator between search effort and other predictors. Perceived ability to search has direct effect and the strongest indirect effect on search effort. Other predictors, including perceived costs of search and perceived benefits of search, can also influence search effort indirectly. Theoretical and managerial implications are sound and discussed.

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