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題名 涉入程度及認知需求度對於消費者資訊搜尋與分享行為之影響，以資訊成本為調節變數
The Impact of Consumer Involvement and Need for Cognition on Consumer Information Search and Word-of-Mouth Communication Behaviors ─The Cost of Information as the Moderator
作者 周庭妤
Chou, Ting Yu
貢獻者 張愛華
Chang, Ai Hwa
周庭妤
Chou, Ting Yu
關鍵詞 消費者涉入程度
認知需求度
資訊搜尋行為
資訊成本
consumer involvement
consumer need for cognition
information search behaviors
cost of information
日期 2013
上傳時間 12-Aug-2014 14:00:01 (UTC+8)
摘要 近年來，由於網際網路的迅速發展，逐漸成為消費者在購物前搜尋比較的主要工具，而網際網路提供的龐大資料庫，也讓消費者資訊搜尋行為變得更加有效(Dickson, 2000)。本研究以消費者產品涉入度及認知需求度─消費者本身特性的差異做為主要的變數：想了解資訊成本下降，對於消費者的產品涉入度與認知需求度，對資訊搜尋與分享行為之關係是否造成影響，並以品牌忠誠度為控制變數。本研究採便利抽樣，利用網路問卷方式，請消費者先後針對電腦、洗面乳產品購前、購後的資訊搜尋的行為及購後口碑分享的行為填答，共回收兩百分問卷，研究發現：
消費者廣泛搜尋資訊意願，在電腦與洗面乳產品上皆會被購買涉入程度正向影響，當資訊搜尋成本下降，在電腦產品上『購買涉入程度』與『廣泛搜尋資訊意願』正向關係有強化之趨勢。消費者購後持續搜尋意願，在電腦與洗面乳產品上皆會被購買涉入程度正向影響。消費者口碑傳播意願，在電腦與洗面乳產品上皆會被購買涉入程度正向影響，當資訊搜尋成本下降，在洗面乳產品上『購買涉入程度』與『廣泛搜尋資訊意願』之正向關係被強化。
Recently, due to the rapid progression of the Internet, consumers get used to do information search on the internet before shopping; and the immense database on the internet facilitate more effective search. In this study we chose consumer involvement and need for cognition, as characters of consumer, to be the main variables. We would like to know that if the cost of information is diminished whether the relation between consumer involvement and need for cognition towards behaviors of information search and world-of-mouth communication would be changed while brand loyalty as a control variable. In this study we use convenience sampling and collect questionnaires on the internet; subjects should respond to their searching and sharing behaviors in computer and cleansing cream in sequence. We collect 200 questionnaires and found that：
Consumers’ willingness of extensive search will be positively impacted by consumer involvement among computer and cleansing cream. While the cost of information is diminished, in computer we found the stronger positive relation between consumer involvement and the will of extensive search. Consumers’ willingness of persistent search will be impact by consumer involvement among computer and cleansing cream. Consumers’ willingness of world-of-mouth communication will be positively impacted by consumer involvement among computer and cleansing cream. While the cost of information is diminished, in cleansing cream we found the stronger positive relation between consumer involvement and the willingness of world-of-mouth communication.
參考文獻 中文文獻
1. 汪志堅(民88)，「產品知識、搜尋價值對網際網路資訊搜尋量影響之研究」，中興大學企業管理研究所博士論文。
2. 留淑芳（民92），「網路口耳相傳訊息特性及接受者行為特質對態度形成之影響」，國立台灣大學商學研究所碩士論文。
3. 秦孝華(民95)，「品牌形象與消費者涉入對品牌購買行為影響之研究」，國立臺北大學企業管理學系碩士論文。
4. 傅豐玲、周逸衡、李國志(民93) ，「消費者網路資訊搜尋行為之研究—以自助旅行為例」，資管評論，13，125-153。
5. 黃凌玲(民93)，「消費者決策模式之探討-規避決策對消費者選擇之影響」，國立中央大學企業管理學系碩士論文。
6. 楊學成、錢明輝（民95），「網上口碑對消費者決策的影響及啟示」，當代經濟管理，28(3)，27－31。
7. 戴國良(民101) ，數位行銷，臺北市：五南出版社。
8. 鍾佑德(民88)，「網站特性對網路購物風險與資訊搜尋策略影響之研究」，國立中央大學企業管理研究所碩士論文。
9. 藍才洋(民102) ，「產品價格與複雜度對線上購物決策行為之影響」，國立中山大學資訊管理學系碩士論文。

英文文獻
1. Ariely, D. (2000). Controlling the information flow: effects on consumers’ decision making and preferences. Journal of Consumer Research, 27(2), 233-248.
2. Arnold, H. J. (1982), Moderator variables: a clarification of conceptual, analytic, and psychometric issues. Organizational Behavior and Human Performance, 29, 143-174.
3. Assael, H. (1998). Consumer behavior and marketing actions, 6th ed., South-western College Publishing, Cincinnati.
4. Bailey, J. R. (1997). Need for cognition and response mode in the active construction of an information domain. Journal of Economic Psychology, 18(1), 69-85.
5. Bailey, J. R., & Strube, M. J. (1991). Effects of need for cognition on patterns of information acquisition. Society for Consumer Psychology Proceeding, 4, 231-236.
6. Bettman, J. R., & Whan, C. P. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: a protocol analysis, Journal of Consumer Research, 234-248.
7. Bickart B., & Schindler, R.M. (2001). Internet forums as influential sources of consumer information, Journal of Interactive Marketing, 15(3), 31-40.
8. Bloch, P., Sherrell, D., & Ridgeway, N. (1986). Consumer search: an extended framework, Journal of Consumer Research, 13(1), 119-126.
9. Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions, Journal of Marketing, 47, Iss. 3, 69-81.
10. Bloemer, J. M. M. & Kasper, H. D. P. (1995). The complex relationship between consumer satisfaction and brand loyalty, Journal of Economic Psychology, 16, 311-329.
11. Bouazza, A. (1989). Information user studies. Encyclopedia of Library and Information Science, 44(9), 144-164.
12. Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgment. Journal of Business Research, 32, 213-223.
13. Bristor, J. M. (1990). Enhanced explanations of word of mouth communications: the power of relationships. Research in Consumer Behavior, 4, 51-83.
14. Cacioppo, J. T. & Petty, R. E. (1982).The need for cognition. Journal of personality and social psychology,42, 116-131.
15. Cacioppo, J. T., Petty, R.E., Feinstein, J.A., & Javis, B.G. (1996). Dispositional differences in cognitive motivaion: the life and times of individuals varying in need for cognition, Psychological Bulletin, 119, 197-253.
16. Das, S., Echambadi, R., McCardle, M., & Luckett, M. (2003).The effect of interpersonal trust, need for cognition, and social loneliness on shopping, information seeking and surfing on the web. Marketing Letters, 14(3), 185-202.
17. David Court, Dave Elzinga, Susan Mulder, & Ole Jørgen Vetvik (2009). The consumer decision journey. Mckinsey Quarterly, 1-11.
18. Day, G. S. (1971). Attitude change, media, and word of mouth. Journal of Advertising Research, 11, 31-40.
19. Detlor, B., Sproule, S., & Gupta, C. (2003).Pre-purchase online information seeking：search versus browse. Journal of Electronic Commerce Research,4(2), 72-84
20. Dichter, E. (1966). How word-of-mouth advertising works, Harvard Business Review, Novermber-December, 147-166.
21. Dickson, B. (2000).The ethicist conception of environmental problems. Environmental Values, 9(2), 127-152.
22. Engel, J.F., Blackwell, R. D. & Kollat, D.T. (1996). Consumer Behavior 8th ed., The international edition: the dryden press, Harcourt Brace College Publisher.
23. Engel, J. F., Miniard, P. W., & Blackwell, R. D. (2001). Consumer Behavior 9 th ed., Orlando: Harcourt, Inc.,
24. Fodness, D. & Murray, B. (1997). Tourist Information Search. Journal of Travel Research (24:3), 503-523.
25. Gelb, B. D., & Sundaram, S. (2002). Adapting to word of mouse. Business Horizons, 45(4), 21-25.
26. Gelb, B., & Johnson, M. (1995). Word-of-mouth communication: causes and consequences. Journal of Health Care Marketing, 15(Fall), 54-58.
27. Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of Academy of Marketing Science, 26(2), 83-100.
28. Hennig-Thurau, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word of mouth via consumer opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, (18:1), 38-52.
29. Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.
30. Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: an accessibility-diagnosticity perspective. Journal of Consumer Research, 17(3), 454-462.
31. Jacoby, J., & Olson, J. C. (1970). An attitudinal model of brand loyalty: conceptual underpinnings and instrumentation research, Paper presented at the University of Illinois Conference on Attitude Research and Consumer Behavior, Urbana , Illinois.
32. Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: measurement and management, New York: John Wiley & Sons.
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36. Loudon, D. L., & Della Bitta, A. J. (1993). Consumer behavior: concepts and applications. New York: McGraw-Hill.
37. Peter, J. P., & Olson, J. C. (1993). Consumer behavior and marketing strategy, 3rd ed., Chicago: American Marketing Association.
38. Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research, 135-146.
39. Powell, Thomas C., & Anne Dent-Micallef. (1997). Information technology as competitive advantage the role of human, business, and technology resources. Strategies Management Journal, 18(5), 375-405.
40. Runyon, K. E. (1980). Consumer behavior and the practice of marketing, 2nd ed., Charles E. Merrill Publishing Co.
41. Schmidt, J. B & Spreng, R. A. (1996). A proposed model of external consumer information search. Journal Greenvale (24:3), 246-256.
42. Schoell, W. F. & Guiltinan, J. P. (1993). Marketing essentials, Kluwer Academic Publishers Press.
43. Sherif, M. & Cantril, H. (1947). The psychology of ego involvements: Social attitudes and identifications. New York: Wiley.
44. Shim, S., Easrlick, M.A., Lotz, S.L., & Warrington, P. (2001). An online pre-purchase intentions model; the role of intention to search. Journal of Retailing, 77(3), 397-416.
45. Solomon, M. R. (1992). Consumer Behavior: Buying, having, and being, Boston: Allyn and Bacon.
46. Solomon, M. R. (1999). Consumer behavior (4th).Upper Saddle River, NJ: Prentice Hall.
47. Srinivasan, N., Ratchfod, B.T. (1991). An empirical tests of a model of external search for automobiles. Journal of Consumer Research, 18, 155.2. 233-242.
48. Tanimoto, J., & Fujii, H. (2003). A study on diffusion characteristics of information on a human network analyzed by a multi-agent simulator. The Social Science Journal, 40(3), 479-85.
49. Walters, C. G., & Bergiel, B. J. (1989). Consumer behavior: a decision-making approach. South-Western Publishing Company.
50. Wilkie, W. L. (1994). Consumer Behavior, 3rd ed. Hoboken, NJ: John Wiley and Sons.
51. Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising, 15, no.2, 4-14.
52. Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12, no.3, 341-352.
描述 碩士
國立政治大學
企業管理研究所
101355018
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101355018
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Ai Hwaen_US
dc.contributor.author (Authors) 周庭妤zh_TW
dc.contributor.author (Authors) Chou, Ting Yuen_US
dc.creator (作者) 周庭妤zh_TW
dc.creator (作者) Chou, Ting Yuen_US
dc.date (日期) 2013en_US
dc.date.accessioned 12-Aug-2014 14:00:01 (UTC+8)-
dc.date.available 12-Aug-2014 14:00:01 (UTC+8)-
dc.date.issued (上傳時間) 12-Aug-2014 14:00:01 (UTC+8)-
dc.identifier (Other Identifiers) G0101355018en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/68517-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 101355018zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 近年來，由於網際網路的迅速發展，逐漸成為消費者在購物前搜尋比較的主要工具，而網際網路提供的龐大資料庫，也讓消費者資訊搜尋行為變得更加有效(Dickson, 2000)。本研究以消費者產品涉入度及認知需求度─消費者本身特性的差異做為主要的變數：想了解資訊成本下降，對於消費者的產品涉入度與認知需求度，對資訊搜尋與分享行為之關係是否造成影響，並以品牌忠誠度為控制變數。本研究採便利抽樣，利用網路問卷方式，請消費者先後針對電腦、洗面乳產品購前、購後的資訊搜尋的行為及購後口碑分享的行為填答，共回收兩百分問卷，研究發現：
消費者廣泛搜尋資訊意願，在電腦與洗面乳產品上皆會被購買涉入程度正向影響，當資訊搜尋成本下降，在電腦產品上『購買涉入程度』與『廣泛搜尋資訊意願』正向關係有強化之趨勢。消費者購後持續搜尋意願，在電腦與洗面乳產品上皆會被購買涉入程度正向影響。消費者口碑傳播意願，在電腦與洗面乳產品上皆會被購買涉入程度正向影響，當資訊搜尋成本下降，在洗面乳產品上『購買涉入程度』與『廣泛搜尋資訊意願』之正向關係被強化。		zh_TW
dc.description.abstract (摘要) Recently, due to the rapid progression of the Internet, consumers get used to do information search on the internet before shopping; and the immense database on the internet facilitate more effective search. In this study we chose consumer involvement and need for cognition, as characters of consumer, to be the main variables. We would like to know that if the cost of information is diminished whether the relation between consumer involvement and need for cognition towards behaviors of information search and world-of-mouth communication would be changed while brand loyalty as a control variable. In this study we use convenience sampling and collect questionnaires on the internet; subjects should respond to their searching and sharing behaviors in computer and cleansing cream in sequence. We collect 200 questionnaires and found that：
Consumers’ willingness of extensive search will be positively impacted by consumer involvement among computer and cleansing cream. While the cost of information is diminished, in computer we found the stronger positive relation between consumer involvement and the will of extensive search. Consumers’ willingness of persistent search will be impact by consumer involvement among computer and cleansing cream. Consumers’ willingness of world-of-mouth communication will be positively impacted by consumer involvement among computer and cleansing cream. While the cost of information is diminished, in cleansing cream we found the stronger positive relation between consumer involvement and the willingness of world-of-mouth communication.		en_US
dc.description.tableofcontents 摘要 i
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 資訊搜尋行為 5
第二節 消費者涉入度 9
第三節 消費者認知需求程度 14
第四節 消費者口碑傳播 16
第五節 品牌忠誠與資訊搜尋行為 19
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假說 21
第三節 研究變數定義 22
第四節 研究設計 29
第四章 研究分析 31
第一節 樣本基本分析 31
第二節 假說檢定 35
第五章 結論建議 43
第一節 研究結果與建議 43
第二節 研究限制與後續建議 47
參考文獻 48
附錄一 問卷 55		zh_TW
dc.format.extent 2195466 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101355018en_US
dc.subject (關鍵詞) 消費者涉入程度zh_TW
dc.subject (關鍵詞) 認知需求度zh_TW
dc.subject (關鍵詞) 資訊搜尋行為zh_TW
dc.subject (關鍵詞) 資訊成本zh_TW
dc.subject (關鍵詞) consumer involvementen_US
dc.subject (關鍵詞) consumer need for cognitionen_US
dc.subject (關鍵詞) information search behaviorsen_US
dc.subject (關鍵詞) cost of informationen_US
dc.title (題名) 涉入程度及認知需求度對於消費者資訊搜尋與分享行為之影響，以資訊成本為調節變數zh_TW
dc.title (題名) The Impact of Consumer Involvement and Need for Cognition on Consumer Information Search and Word-of-Mouth Communication Behaviors ─The Cost of Information as the Moderatoren_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻
1. 汪志堅(民88)，「產品知識、搜尋價值對網際網路資訊搜尋量影響之研究」，中興大學企業管理研究所博士論文。
2. 留淑芳（民92），「網路口耳相傳訊息特性及接受者行為特質對態度形成之影響」，國立台灣大學商學研究所碩士論文。
3. 秦孝華(民95)，「品牌形象與消費者涉入對品牌購買行為影響之研究」，國立臺北大學企業管理學系碩士論文。
4. 傅豐玲、周逸衡、李國志(民93) ，「消費者網路資訊搜尋行為之研究—以自助旅行為例」，資管評論，13，125-153。
5. 黃凌玲(民93)，「消費者決策模式之探討-規避決策對消費者選擇之影響」，國立中央大學企業管理學系碩士論文。
6. 楊學成、錢明輝（民95），「網上口碑對消費者決策的影響及啟示」，當代經濟管理，28(3)，27－31。
7. 戴國良(民101) ，數位行銷，臺北市：五南出版社。
8. 鍾佑德(民88)，「網站特性對網路購物風險與資訊搜尋策略影響之研究」，國立中央大學企業管理研究所碩士論文。
9. 藍才洋(民102) ，「產品價格與複雜度對線上購物決策行為之影響」，國立中山大學資訊管理學系碩士論文。

英文文獻
1. Ariely, D. (2000). Controlling the information flow: effects on consumers’ decision making and preferences. Journal of Consumer Research, 27(2), 233-248.
2. Arnold, H. J. (1982), Moderator variables: a clarification of conceptual, analytic, and psychometric issues. Organizational Behavior and Human Performance, 29, 143-174.
3. Assael, H. (1998). Consumer behavior and marketing actions, 6th ed., South-western College Publishing, Cincinnati.
4. Bailey, J. R. (1997). Need for cognition and response mode in the active construction of an information domain. Journal of Economic Psychology, 18(1), 69-85.
5. Bailey, J. R., & Strube, M. J. (1991). Effects of need for cognition on patterns of information acquisition. Society for Consumer Psychology Proceeding, 4, 231-236.
6. Bettman, J. R., & Whan, C. P. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: a protocol analysis, Journal of Consumer Research, 234-248.
7. Bickart B., & Schindler, R.M. (2001). Internet forums as influential sources of consumer information, Journal of Interactive Marketing, 15(3), 31-40.
8. Bloch, P., Sherrell, D., & Ridgeway, N. (1986). Consumer search: an extended framework, Journal of Consumer Research, 13(1), 119-126.
9. Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions, Journal of Marketing, 47, Iss. 3, 69-81.
10. Bloemer, J. M. M. & Kasper, H. D. P. (1995). The complex relationship between consumer satisfaction and brand loyalty, Journal of Economic Psychology, 16, 311-329.
11. Bouazza, A. (1989). Information user studies. Encyclopedia of Library and Information Science, 44(9), 144-164.
12. Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgment. Journal of Business Research, 32, 213-223.
13. Bristor, J. M. (1990). Enhanced explanations of word of mouth communications: the power of relationships. Research in Consumer Behavior, 4, 51-83.
14. Cacioppo, J. T. & Petty, R. E. (1982).The need for cognition. Journal of personality and social psychology,42, 116-131.
15. Cacioppo, J. T., Petty, R.E., Feinstein, J.A., & Javis, B.G. (1996). Dispositional differences in cognitive motivaion: the life and times of individuals varying in need for cognition, Psychological Bulletin, 119, 197-253.
16. Das, S., Echambadi, R., McCardle, M., & Luckett, M. (2003).The effect of interpersonal trust, need for cognition, and social loneliness on shopping, information seeking and surfing on the web. Marketing Letters, 14(3), 185-202.
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