從網路的資訊豐富環境與訊息框架觀點探討網路購物行爲之研究

A Study of Online Shopping Behavior's Model from Information Richness and Framing Perspective

10.6626/MR.2008.8.04

朱國明(Kuo-Ming Chu)

資訊豐富度 ； 推薦資訊 ； 訊息框架 ； 溝通效果 ； Information Richness ； Recommendation Information ； Message Framing ； Communication Effect

管理研究學報

8卷（2008 / 12 / 01）

81 - 105

繁體中文

雖然網路人口的快速增加，但根據Sismeiro&Bucklin(2004)的調查顯示有超過75%的網路使用者會透過網路蒐集產品資訊與比較價格，卻有超過65%的使用者卻從來不在網路上購物；因此，如何透過網路豐富的資訊與訊息的傳遞，進而有效的提升消費者的網路購買意圖，此為本研究最主要目的。本研究試圖去建構一個網路廣告訊息的完整傳遞模式，探討訊息豐富環境與訊息框架下的觀點下，如何透過網路廣告的溝通效果的強化，進而影響其購買意圖。研究結果顯示：資訊豐富環境與訊息框架對於網路廣告均可以導致溝通效果增加；而網路廣告效果除了可以影響消費者態度之外，更可進一步影響提高購買意圖。研究並發現網路豐富環境與消費者的溝通效果產生相互影響，以及網路中負面訊息框架較正面來得有效。

As the rapidly growing population of Internet users becomes familiar with the medium, activities such as searching for product information online have become widespread. But according to the research of Sismeiro & Bucklin (2004) showed that more than 75% of users collecting product information and comparing price, but more than 65% of user has never done shopping in the network. What transmission through network information richness and information effect, and then effective improvement consumers' network purchase intention, based on this study the main purpose. The purpose of this paper is to develop a complete online purchasing behavior model, and to compensate the insufficiency of publications of investigations regarding online purchasing behavior. The results indicate: information richness environment and message framing can increase the communication effect in terms of internet advertisement. Internet advertisement can not only affect customer's point of view, but also elevate the intension of purchasing. The investigation also finds internet information richness environment and customer's communication effect affect each other, and negative message framing is more efficient than the positive one.

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