隨著電子商務的成熟發展，網際網路徹底改變了整個商業環境，網路資訊搜尋的使用，如今已成為許多人生活中的一部分。本研究以知覺搜尋成本及價格敏感度兩個角度探討當消費者面對線上購物平台時，其對於搜尋動機之信念，是否高於傳統零售通路。本研究透過執行實驗設計操弄通路情境，藉以量測在線上通路以及實體通路上，消費者所知覺之知覺搜尋成本、價格敏感度以及搜尋動機。共募集192位受試者，研究結果發現，當消費者面對線上通路時，其所知覺的知覺搜尋成本顯著低於面對實體通路時的知覺搜尋成本，價格敏感度則是顯著高於面對實體通路時的價格敏感度。而當消費者的知覺搜尋成本越低時，搜尋動機會越強，兩者呈負向關係；且消費者在網路上對於價格變動之敏感程度是較大的，當對於價格變動之敏感程度越高時，搜尋動機也因此越強烈，兩者呈正向關係。同時本研究也驗證了當消費者知覺搜尋成本越低時，其價格敏感度會越高，所以也會透過此一間接關係，而影響消費者在網路之搜尋動機。
With the increase of internet users and the prosperity of e-commerce, online information search has become the one of critical factor for consumers in their process of making purchase decisions. This research is based on perceived search cost and price sensitivity in online commerce to discuss whether the consumer’s belief of search motives is different from offline channel when consumer meet online channel. The study executed an experiment and 192 successful subjects. Result showed when meeting the online channel, consumer’s perceived search cost is significantly lower than offline channel, and negatively influence search motives. Moreover, consumer’s price sensitivity is significantly higher than offline channel and positively influence search motives. The combined effect of perceived search cost and price sensitivity on search motives is stronger online than offline. Implications of these findings for practitioners and future research are discussed.
