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題名 搜尋動機對持續性社群網路資訊搜尋影響之探討
Identifying the Motivations of Ongoing Social Network Information Search
作者 劉瑞祥
貢獻者 管郁君
劉瑞祥
關鍵詞 持續性資訊搜尋
搜尋動機
社群網路
購買意圖
ongoing information search
search motivations
social networks
purchase intentions
日期 2015
上傳時間 27-Jul-2015 11:23:37 (UTC+8)
摘要 網路購物興盛、社群網站湧現以及資訊搜尋的方便性，持續性資訊搜尋成為購買決策很重要的影響因素。本研究先蒐集相關文獻與彙整搜尋動機的元素，共包括九種資訊搜尋動機，分別是：探索動機、滿足動機、價值動機、思想動機、產品提供豐富度、產品資訊提供、方便性、角色動機以及社交動機，並將這九種元素歸納為三種資訊搜尋動機，分別是：享樂性、功利性以及社交性，再探討搜尋動機與持續性社群網路資訊搜尋對購買意圖的影響關係。本研究透過網路發放問卷，有效樣本共480份，採用量化分析，並以最小平方法(PLS)進行有效樣本之實證分析。

本研究經因素分析發現，探索動機與滿足動機同屬於一種構面，本研究將此構面命名為：「探索滿足」；產品提供豐富度、產品資訊提供、方便性同屬於一種構面，本研究將此構面命名為：「資訊可得」；角色動機與社交動機同屬於一種構面，本研究將此構面命名為：「社交需求」。此外，在思想動機與價值動機方面，本研究則是分別重新將這兩種構面命名為：「資訊潮流」與「優惠需求」，以更符合理論邏輯與這兩種因素的意涵。

本研究結果顯示：研究分析歸納的五種資訊搜尋動機：探索滿足、資訊潮流、資訊可得、優惠需求、社交需求，對於持續性社群網路資訊搜尋皆具有正向的影響；持續性社群網路資訊搜尋對購買意圖亦具有正向的影響關係，而產品需求強度對於持續性社群網路資訊搜尋與購買意圖之間的關係則是不具有調節效果。這代表無論消費者對於產品是否有需求，只要平時在社群網站上瀏覽到產品的相關資訊時，就能影響人們購買意圖的產生，這間接證實了非計劃購買發生的可能，也突顯了持續性資訊搜尋的重要性。最後，本研究結果期望可以提供個人或業者於社群網站上的產品銷售策略之經營與學術未來研究之方向。
Due to the flourishing of Internet shopping, the emergence of social network sites and the convenience of information search, ongoing search has become a very important purchase decision factors. In this study, we collected relevant literature and aggregated a total of nine kinds of search motivations, namely: adventure, gratification, value, idea, product offerings, product information, convenience, role and social. The nine search motivations are summarized into three search motivations, namely: hedonic, utilitarian and sociality. Then, we explore the effect relationship for the search motivations and ongoing social network information search to the purchase intentions. Then, we did questionnaires via the internet and a total of 480 valid samples were received, after that, we used quantitative analysis and used partial least square (PLS) to conduct empirical analysis.

By factor analysis, we found that adventure motivation and gratification motivation belonged to the same factor, we named “exploration meet”. Product offerings, product information and convenience motivation belonged to the same factor, we named “information availability”. Role motivation and social motivation belonged to the same factor, we named “social needs”. In addition, we re-named idea motivation to “information trend” and value motivation to “preferential needs” to make these two kinds of factors be more consistent with logical and theoretical implications.

The result of this study showed that the five kinds of search motivations: exploration meet, information trend, information availability, preferential needs and social needs all had positive impacts on ongoing social information search. Ongoing social information also had positive impacts on purchase intentions. But the product needs intensity didn’t have a moderating effect between ongoing social information search and purchase intentions, this result not only indirectly confirmed possibility of unplanned purchase, but also highlighted the importance of ongoing search. Finally, the results of this study could be expected to provide marketing strategy for persons or industries on the social network sites and could be referred for the future of academic research.
參考文獻 中文部分
聯合財經網，黃巧雯2015.02.03報導，網購商機無窮 新兆元產業，取自
http://money.udn.com/storypage.php?sub_id=5641&art_id=684068
iThome，蘇文彬2015.01.20報導，資策會：國內超過6成網友有行動購物驗，取自http://www.ithome.com.tw/news/93662
數位時代，2015.02.27報導，網路產業誰領風騷？2015台灣百大熱門網站曉，取自http://www.bnext.com.tw/article/view/id/35475
資策會產業情報研究所(MIC)，2014.06.13報導，96.2%台灣網友近期曾使用交 網站，取自 http://mic.iii.org.tw/intelligence/pressroom/pop_pressfull.asp?sno=364&type1=2

英文部分
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 644-656.
Bartlett, M. S. (1951). An inverse matrix adjustment arising in discriminant analysis. The Annals of Mathematical Statistics, 107-111.
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 83-95.
Bloch, P. H., & Richins, M. L. (1983). SHOPPING WITHOUT PURCHASE: AN INVESTIGATION OF CONSUMER BROWSING BEHAVIOR. Advances in Consumer Research, 10(1), 389-393.
Bloch, P. H., Ridgway, N. M., & Sherrell, D. L. (1989). Extending the concept of shopping: An investigation of browsing activity. Journal of the Academy of Marketing Science, 17(1), 13-21.
Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13(1), 119-126.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2002). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
Chiu, C.-M., Wang, E. T. G., Fang, Y.-H., & Huang, H.-Y. (2014). Understanding customers` repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1),
Church, K., Smyth, B., Cotter, P., & Bradley, K. (2007). Mobile information access: A study of emerging search behavior on the mobile Internet. ACM Transactions on the Web (TWEB), 1(1), 4.
Chris Janiszewski. (1998). The Influence of Display Characteristics on Visual Exploratory Search Behavior. Journal of Consumer Research, 25(3), 290-301.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307- 319.
Efron, B. (1979). Bootstrap methods: another look at the jackknife. The annals of Statistics, 1-26.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data
analysis: A global perspective (7th ed.). Upper Saddle River, NJ: Pearson
Prentice Hall.
Hairs, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. Englewood Cliffs, NJ: Printice Hall.
Hinkin, T. R. (1998). A brief tutorial on the development of measures for use in survey questionnaires. Organizational research methods, 1(1), 104-121.
Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981.
Kelly, R. F. (1968). The search component of the consumer decision process: A theoretical examination. Marketing and the new science of planning, 271-274.
Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56(0), 361-370.
McGuire, William. (1974). Psychological motives and communication Gratification. In J. F. Blumer & Katz (Eds.), The uses of mass communication: Current perspectives on gratification research (pp. 106–167). Beverly Hills: Sage.
Moe, W. W. (2003). Buying, Searching, or Browsing: Differentiating Between Online Shoppers Using In-Store Navigational Clickstream. Journal of Consumer Psychology, 13(1–2), 29-39.
Nunnally, J. (1978). Psychometric methods. New York: McGraw.
Ono, A., Nakamura, A., Okuno, A., & Sumikawa, M. (2012). Consumer Motivations in Browsing Online Stores with Mobile Devices. International Journal of Electronic Commerce, 16(4), 153-178.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134.
Peterson, R. A., & Merino, M. C. (2003). Consumer information search behavior and the internet. Psychology and Marketing, 20(2), 99-121.
Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland. International Journal of Retail & Distribution Management, 34(1), 6-24.
Schmidt, J., & Spreng, R. (1996). A proposed model of external consumer information search. Journal of the Academy of Marketing Science, 24(3), 246-256.
Solomon, M. R., Polegato, R., & Zaichkowsky, J. L. (2009). Consumer behavior: buying, having, and being (Vol. 6): Pearson Prentice Hall Upper Saddle River, NJ.
Stern, H. (1962). The significance of impulse buying today. The Journal of Marketing, 59-62.
Tauber, E. M. (1972). Why Do People Shop? Journal of Marketing, 36(4), 46-49.
Tenenhaus, M., & Groupe, H. (2008). Structural Equation Modelling for small samples: Groupe HEC.
To, P.-L., Liao, C., & Lin, T.-H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
Urbany, J. E., Dickson, P. R., & Kalapurakal, R. (1996). Price search in the retail grocery market. The Journal of Marketing, 91-104.
Wang, E. S.-T. (2010). The effects of browsing frequency and gender on the relationship between perceived control and patronage intentions in E-tail. International Journal of Electronic Commerce, 14(3), 129-144.
Westbrook, R. A., & Black, W. C. (1985). A motivation-based shopper typology. Journal of Retailing. Journal of Retailing, 61(Spring), 78–103.
Wu, H.-L. (2009). Utilitarian and hedonic values of social network services. AMCIS 2009 Proceedings, 289.
Xia, L. (2010). An examination of consumer browsing behaviors. Qualitative Market Research: An International Journal, 13(2), 154-173.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
描述 碩士
國立政治大學
資訊管理研究所
102356012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1023560121
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.author (Authors) 劉瑞祥zh_TW
dc.creator (作者) 劉瑞祥zh_TW
dc.date (日期) 2015en_US
dc.date.accessioned 27-Jul-2015 11:23:37 (UTC+8)-
dc.date.available 27-Jul-2015 11:23:37 (UTC+8)-
dc.date.issued (上傳時間) 27-Jul-2015 11:23:37 (UTC+8)-
dc.identifier (Other Identifiers) G1023560121en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76871-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 102356012zh_TW
dc.description.abstract (摘要) 網路購物興盛、社群網站湧現以及資訊搜尋的方便性，持續性資訊搜尋成為購買決策很重要的影響因素。本研究先蒐集相關文獻與彙整搜尋動機的元素，共包括九種資訊搜尋動機，分別是：探索動機、滿足動機、價值動機、思想動機、產品提供豐富度、產品資訊提供、方便性、角色動機以及社交動機，並將這九種元素歸納為三種資訊搜尋動機，分別是：享樂性、功利性以及社交性，再探討搜尋動機與持續性社群網路資訊搜尋對購買意圖的影響關係。本研究透過網路發放問卷，有效樣本共480份，採用量化分析，並以最小平方法(PLS)進行有效樣本之實證分析。

本研究經因素分析發現，探索動機與滿足動機同屬於一種構面，本研究將此構面命名為：「探索滿足」；產品提供豐富度、產品資訊提供、方便性同屬於一種構面，本研究將此構面命名為：「資訊可得」；角色動機與社交動機同屬於一種構面，本研究將此構面命名為：「社交需求」。此外，在思想動機與價值動機方面，本研究則是分別重新將這兩種構面命名為：「資訊潮流」與「優惠需求」，以更符合理論邏輯與這兩種因素的意涵。

本研究結果顯示：研究分析歸納的五種資訊搜尋動機：探索滿足、資訊潮流、資訊可得、優惠需求、社交需求，對於持續性社群網路資訊搜尋皆具有正向的影響；持續性社群網路資訊搜尋對購買意圖亦具有正向的影響關係，而產品需求強度對於持續性社群網路資訊搜尋與購買意圖之間的關係則是不具有調節效果。這代表無論消費者對於產品是否有需求，只要平時在社群網站上瀏覽到產品的相關資訊時，就能影響人們購買意圖的產生，這間接證實了非計劃購買發生的可能，也突顯了持續性資訊搜尋的重要性。最後，本研究結果期望可以提供個人或業者於社群網站上的產品銷售策略之經營與學術未來研究之方向。		zh_TW
dc.description.abstract (摘要) Due to the flourishing of Internet shopping, the emergence of social network sites and the convenience of information search, ongoing search has become a very important purchase decision factors. In this study, we collected relevant literature and aggregated a total of nine kinds of search motivations, namely: adventure, gratification, value, idea, product offerings, product information, convenience, role and social. The nine search motivations are summarized into three search motivations, namely: hedonic, utilitarian and sociality. Then, we explore the effect relationship for the search motivations and ongoing social network information search to the purchase intentions. Then, we did questionnaires via the internet and a total of 480 valid samples were received, after that, we used quantitative analysis and used partial least square (PLS) to conduct empirical analysis.

By factor analysis, we found that adventure motivation and gratification motivation belonged to the same factor, we named “exploration meet”. Product offerings, product information and convenience motivation belonged to the same factor, we named “information availability”. Role motivation and social motivation belonged to the same factor, we named “social needs”. In addition, we re-named idea motivation to “information trend” and value motivation to “preferential needs” to make these two kinds of factors be more consistent with logical and theoretical implications.

The result of this study showed that the five kinds of search motivations: exploration meet, information trend, information availability, preferential needs and social needs all had positive impacts on ongoing social information search. Ongoing social information also had positive impacts on purchase intentions. But the product needs intensity didn’t have a moderating effect between ongoing social information search and purchase intentions, this result not only indirectly confirmed possibility of unplanned purchase, but also highlighted the importance of ongoing search. Finally, the results of this study could be expected to provide marketing strategy for persons or industries on the social network sites and could be referred for the future of academic research.		en_US
dc.description.tableofcontents 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
第二章 文獻探討 5
第一節 資訊搜尋 5
第二節 資訊搜尋動機 9
第三節 購買意圖 12
第四節 產品需求強度 13
第三章 研究方法 14
第一節 研究架構 14
第二節 研究假說 15
第三節 變數衡量與操作型定義 18
第四節 研究設計 27
第五節 資料分析方法 28
第六節 前測 28
第四章 統計分析與假設檢定 43
第一節 人口統計資料 45
第二節 探索式因素分析 48
第三節 測量模式信度、效度分析 52
第四節 結構模式分析 56
第五節 假說驗證 58
第五章 結論與建議 61
第一節 研究結論 61
第二節 研究建議 63
第三節 研究限制 64
第四節 後續研究方向 64
參考文獻 65
附錄一： 持續性社群網路資訊搜尋 問卷 70		zh_TW
dc.format.extent 1376068 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1023560121en_US
dc.subject (關鍵詞) 持續性資訊搜尋zh_TW
dc.subject (關鍵詞) 搜尋動機zh_TW
dc.subject (關鍵詞) 社群網路zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) ongoing information searchen_US
dc.subject (關鍵詞) search motivationsen_US
dc.subject (關鍵詞) social networksen_US
dc.subject (關鍵詞) purchase intentionsen_US
dc.title (題名) 搜尋動機對持續性社群網路資訊搜尋影響之探討zh_TW
dc.title (題名) Identifying the Motivations of Ongoing Social Network Information Searchen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分
聯合財經網，黃巧雯2015.02.03報導，網購商機無窮 新兆元產業，取自
http://money.udn.com/storypage.php?sub_id=5641&art_id=684068
iThome，蘇文彬2015.01.20報導，資策會：國內超過6成網友有行動購物驗，取自http://www.ithome.com.tw/news/93662
數位時代，2015.02.27報導，網路產業誰領風騷？2015台灣百大熱門網站曉，取自http://www.bnext.com.tw/article/view/id/35475
資策會產業情報研究所(MIC)，2014.06.13報導，96.2%台灣網友近期曾使用交 網站，取自 http://mic.iii.org.tw/intelligence/pressroom/pop_pressfull.asp?sno=364&type1=2

英文部分
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 644-656.
Bartlett, M. S. (1951). An inverse matrix adjustment arising in discriminant analysis. The Annals of Mathematical Statistics, 107-111.
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 83-95.
Bloch, P. H., & Richins, M. L. (1983). SHOPPING WITHOUT PURCHASE: AN INVESTIGATION OF CONSUMER BROWSING BEHAVIOR. Advances in Consumer Research, 10(1), 389-393.
Bloch, P. H., Ridgway, N. M., & Sherrell, D. L. (1989). Extending the concept of shopping: An investigation of browsing activity. Journal of the Academy of Marketing Science, 17(1), 13-21.
Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13(1), 119-126.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2002). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
Chiu, C.-M., Wang, E. T. G., Fang, Y.-H., & Huang, H.-Y. (2014). Understanding customers` repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1),
Church, K., Smyth, B., Cotter, P., & Bradley, K. (2007). Mobile information access: A study of emerging search behavior on the mobile Internet. ACM Transactions on the Web (TWEB), 1(1), 4.
Chris Janiszewski. (1998). The Influence of Display Characteristics on Visual Exploratory Search Behavior. Journal of Consumer Research, 25(3), 290-301.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307- 319.
Efron, B. (1979). Bootstrap methods: another look at the jackknife. The annals of Statistics, 1-26.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data
analysis: A global perspective (7th ed.). Upper Saddle River, NJ: Pearson
Prentice Hall.
Hairs, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. Englewood Cliffs, NJ: Printice Hall.
Hinkin, T. R. (1998). A brief tutorial on the development of measures for use in survey questionnaires. Organizational research methods, 1(1), 104-121.
Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981.
Kelly, R. F. (1968). The search component of the consumer decision process: A theoretical examination. Marketing and the new science of planning, 271-274.
Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56(0), 361-370.
McGuire, William. (1974). Psychological motives and communication Gratification. In J. F. Blumer & Katz (Eds.), The uses of mass communication: Current perspectives on gratification research (pp. 106–167). Beverly Hills: Sage.
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