網路資訊搜尋效率、品質與消費者購買決策之相關性研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23814

Title:	網路資訊搜尋效率、品質與消費者購買決策之相關性研究
Authors:	蕭立暐
Contributors:	資訊傳播學系
Keywords:	資訊搜尋 Information Search 搜尋效率與品質 Searching Efficiency and Quality 消費者購買決策 Purchasing Decision Making
Date:	2011
Issue Date:	2012-11-27 10:41:24 (UTC+8)
Abstract:	在網路普及程度日益提高的同時，現今消費者在購買商品時，已經不限於透過傳統實體通路，也可利用網路購物等管道進行。而消費者不管在傳統實體通路或網路虛擬商店購買商品時，勢必都會進行評估與思考。在此過程中，消費者可能需要資訊搜尋與評估所得之資訊。然而，此搜尋與評估是一個複雜的程序，並不是每位消費者或每次消費都適用於相同的搜尋方式與評估條件，因此可能造成搜尋時間增加。同時因為網路及部落格的發展，許多使用者提供個人心得，儘管可以增加參考價值，但是也造成搜尋結果過多，以至於資料過於龐大而無所適從。本研究目的是探討在這些龐大的網路資料中，何種資訊對消費者購買決策有較大的影響力，或是要多少時間多少訊息，才能做有效的決策，我們則用效率及品質來衡量。效率方面以本研究將整體設備效率(OEE)修改之公式；品質方面則以經文獻整理後的八個評量向度來進行衡量。最終希望能以消費者的角度來提供搜尋引擎與資訊提供者增加效益的建議。本研究採問卷調查法於網路發放，經回收問卷後分析的結果如下： 1.由本研究描述性統計分析可知，不論在效率或品質，消費者均有一定程度的重視，且品質對滿意度造成的影響大於效率對滿意度造成的影響。 2.以品質來說，正確性與攸關性是消費者較重視的向度。 3.由迴歸分析結果顯示，資訊搜尋效率與品質會直接影響購買決策滿意度。 4.提供給搜尋引擎及網路資訊提供業者增加搜尋效益之建議：業者需提升給消費者更容易搜尋到目標的方法或使資料庫在抓取資料時更加完善。 In recent years, due to the rapid-keen development of the Internet, more and more persons obtain the information through the website. In consumer buyer decision process, information search is an important stage.“Internet” not only change our life, also increase a source for information searching before we make decision. However, the quantity of information provided from internet surpass the capability of human. However, this search and assessment is a complex program, not every consumer or each time the consumer is applied to the same search and evaluation criteria, so it may cause increased search time.In this study, Overall Equipment Efficiency（OEE） using the modified formula to define the efficiency. And finishing literature to find eight assessment dimensions to define the quality. This study used Questionnaire Survey by using the network distribution, the analysis of the Questionnaire Survey are shown as follows: 1.In the statistic analysis, both quality and performance in on-line searching are significant. Moreover, searching result quality is more concerned by consumers. 2.Among the factors of searching quality, correctness and relevance represent higher imfact. 3.Information search efficiency and quality do directly affect the satisfaction of the purchasing decision making. 4.To provide the enhancements to the search engines and network information Entrepreneur in order to increase search efficiency: the Entrepreneur might 5.Improve the easiness of searching and retrieving behaviors to provide better information.
Appears in Collections:	[Department of Information Communications & Graduate Institute of Information Communications ] thesis

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