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題名 購買前搜尋與持續性搜尋對購買後認知失調的影響
Investigating the Effect of Pre-Purchase Search and Ongoing Search on Post-Purchase Dissonance
作者 郭家瑋
Guo, Chia Wei
貢獻者 管郁君
Huang, Eugenia
郭家瑋
Guo, Chia Wei
關鍵詞 消費者產品知識
資訊搜尋
持續性搜尋
購買前搜尋
購買後搜尋
購買後認知失調
consumer product knowledge
information search
ongoing search
pre-purchase search
post-purchase search
post-purchase dissonance
日期 2015
上傳時間 4-Jan-2016 16:49:34 (UTC+8)
摘要 本研究旨在了解不同類型的資訊搜尋對購買後的心理狀態的影響。首先，我們探討消費者的產品知識如何影響他們的搜尋量，包括線下購買前搜尋、線上購買前搜尋和持續性搜尋，再來探討這些搜尋行為如何影響消費者的購買後認知失調。本研究共收集了542份有效問卷，我們使用PLS結構方程模型來驗證研究模型。研究結果顯示，消費者產品知識對線下購買前搜尋、線上購買前搜尋和持續性搜尋有正向影響，對購買後認知失調有負向影響。在三種類型的搜尋中，只有線上購買前搜尋對購買後認知失調有負向影響。購買後搜尋對購買後失認知調亦有負向影響。對消費者搜尋行為以及消費者搜尋後心理狀態感興趣的研究者們，期望本研究的發現能為他們未來的研究帶來啟發與幫助。
This study aimed to understand how different types of information search influences consumers’ post-purchase mental state. First we investigated how consumers’ product knowledge influence their amount of information search, including offline pre-purchase search, online pre-purchase search, and ongoing search. Then we investigate how these searching behaviours influence consumers’ post-purchase dissonance. Total of 542 valid online questionnaires were collected and PLS structural equation model was used to verify our research model. The result showed that consumer product knowledge had positive influence on offline pre-purchase search, online pre-purchase search, ongoing search, and had negative influence toward post-purchase dissonance. Among three types of information search, only online pre-purchase search had negative influence on post-purchase dissonance. Post-purchase search also had negative influence on post-purchase dissonance. For those who are interesting in consumers’ searching behaviours and post-search state of mind, these findings could be referenced in their future research.
參考文獻 Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14(1), 83-95.
Bell, D. E. (1982). Regret in decision making under uncertainty. Operations
Research, 30(5), 961-981.
Bennett, P. D., & Mandell, R. M. (1969). Prepurchase information seeking behavior of new car purchasers: The learning hypothesis. Journal of Marketing Research, 6(4), 430-433.
Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer search: an extended framework. Journal of Consumer Research, 13(1), 119-126.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16.
Brucks, M., & Schurr, P. H. (1990). The effects of bargainable attributes and attribute range knowledge on consumer choice processes. Journal of Consumer Research, 16(4), 409-419.
Carter, C. R., Kaufmann, L., & Michel, A. (2007). Behavioral supply management: A taxonomy of judgment and decision-making biases. International Journal of Physical Distribution & Logistics Management, 37(8), 631-669.
Claxton, J. D., Fry, J. N., & Portis, B. (1974). A taxonomy of prepurchase information gathering patterns. Journal of Consumer Research, 1(3), 35-42.
Cooke, A. D. J., Meyvis, T., & Schwartz, A. (2001). Avoiding future regret in purchase-timing decisions. Journal of Consumer Research, 27(4), 447-459.
Cummings, W.H., & Venkatesan, M. (1976). Cognitive dissonance and consumer behavior: A review of the evidence, Journal of Marketing Research, 13(3), 303-308.
Festinger, L. (1962). A Theory of Cognitive Dissonance (Vol. 2). Stanford university press.
Fiske, C. A., Luebbehusen, L. A., Miyazaki, A. D., & Urbany, J. E. (1994). The relationship between knowledge and search: It depends. Advances in Consumer Research, 21, 43-43.
Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46(1), 57-66.
Furse, D. H., Punj, G. N., & Stewart, D. W. (1984). A typology of individual search strategies among purchasers of new automobiles. Journal of Consumer Research, 10(4), 417-431.
George, B. P., & Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: A study conducted among the spring break student shoppers. Young Consumers: Insight and Ideas for Responsible Marketers, 11(4), 291-306.
Inman, J. J., Dyer, J. S., & Jia, J. (1997). A generalized utility model of disappointment and regret effects on post-choice valuation. Marketing Science, 16(2), 97-111.
Jacoby, J., Jaccard, J., Kuss, A., Troutman, T., & Mazursky, D. (1987). New directions in behavioral process research: Implications for social psychology. Journal of Experimental social psychology, 23(2), 146-175.
Kahneman, D., & Miller, D. T. (1986). Norm theory: Comparing reality to its alternatives. Psychological Review, 93(2), 136.
Kahneman, D., & Tversky, A. (1982). The psychology of preferences. Scientific American.
Keaveney, S. M., Huber, F., & Herrmann, A. (2007). A model of buyer regret: Selected prepurchase and postpurchase antecedents with consequences for the brand and the channel. Journal of Business Research, 60(12), 1207-1215.
Kelly, R. F. (1968). The search component of the consumer decision process: A theoretical examination. Marketing and the New Science of Planning, 271-274.
Keng, C. J., & Liao, T. H. (2009). Consequences of postpurchase dissonance: The mediating role of an external information search. Social Behavior and Personality: An International Journal, 37(10), 1327-1339.
Loomes, G., & Sugden, R. (1982). Regret theory: An alternative theory of rational choice under uncertainty. Economic Journal, 92(368), 805-824.
Menasco, M.B. & Hawkins, D.I. (1978). A field test of the relationship between cognitive dissonance and state anxiety, Journal of Marketing Research, 15(4), 650-655.
Montgomery, C., & Barnes, J. H. (1993). POSTDIS: A short rating scale for measuring post purchase dissonance. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 204-216.
Newman, J. W. (1977). Consumer external search: Amount and determinants. Consumer and industrial buying behavior, 79-94.
Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill Book Company, New York.
Patwardhan, P., & Ramaprasad, J. (2005). Rational integrative model of online consumer decision making. Journal of Interactive Advertising, 6(1), 2-13.
Punj, G. N., & Staelin, R. (1983). A model of consumer information search behavior for new automobiles. Journal of Consumer Research, 9(4), 366-380.
Rao, A. R., & Sieben, W. A. (1992). The effect of prior knowledge on price acceptability and the type of information examined. Journal of Consumer Research, 19(2), 256-270.
Srinivasan, N., & Ratchford, B. T. (1991). An empirical test of a model of external search for automobiles. Journal of Consumer research, 18(2), 233-242.
Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Cognitive dissonance after purchase: A multidimensional scale. Psychology & Marketing, 17(5), 369-385.
Soutar, G. N., & Sweeney, J. C. (2003). Are there cognitive dissonance segments? Australian Journal of Management, 28(3), 227-249.
Taylor, K. A. (1997). A regret theory approach to assessing consumer satisfaction. Marketing Letters, 8(2), 229-238.
Tsiros, M., & Mittal, V. (2000). Regret: A model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, 26(4), 401-417.
Zeelenberg, M., & Pieters, R. (2007). A theory of regret regulation 1.0. Journal of Consumer psychology, 17(1), 3-18.
描述 碩士
國立政治大學
資訊管理學系
102356047
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1023560471
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.advisor Huang, Eugeniaen_US
dc.contributor.author (Authors) 郭家瑋zh_TW
dc.contributor.author (Authors) Guo, Chia Weien_US
dc.creator (作者) 郭家瑋zh_TW
dc.creator (作者) Guo, Chia Weien_US
dc.date (日期) 2015en_US
dc.date.accessioned 4-Jan-2016 16:49:34 (UTC+8)-
dc.date.available 4-Jan-2016 16:49:34 (UTC+8)-
dc.date.issued (上傳時間) 4-Jan-2016 16:49:34 (UTC+8)-
dc.identifier (Other Identifiers) G1023560471en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/80266-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 102356047zh_TW
dc.description.abstract (摘要) 本研究旨在了解不同類型的資訊搜尋對購買後的心理狀態的影響。首先，我們探討消費者的產品知識如何影響他們的搜尋量，包括線下購買前搜尋、線上購買前搜尋和持續性搜尋，再來探討這些搜尋行為如何影響消費者的購買後認知失調。本研究共收集了542份有效問卷，我們使用PLS結構方程模型來驗證研究模型。研究結果顯示，消費者產品知識對線下購買前搜尋、線上購買前搜尋和持續性搜尋有正向影響，對購買後認知失調有負向影響。在三種類型的搜尋中，只有線上購買前搜尋對購買後認知失調有負向影響。購買後搜尋對購買後失認知調亦有負向影響。對消費者搜尋行為以及消費者搜尋後心理狀態感興趣的研究者們，期望本研究的發現能為他們未來的研究帶來啟發與幫助。zh_TW
dc.description.abstract (摘要) This study aimed to understand how different types of information search influences consumers’ post-purchase mental state. First we investigated how consumers’ product knowledge influence their amount of information search, including offline pre-purchase search, online pre-purchase search, and ongoing search. Then we investigate how these searching behaviours influence consumers’ post-purchase dissonance. Total of 542 valid online questionnaires were collected and PLS structural equation model was used to verify our research model. The result showed that consumer product knowledge had positive influence on offline pre-purchase search, online pre-purchase search, ongoing search, and had negative influence toward post-purchase dissonance. Among three types of information search, only online pre-purchase search had negative influence on post-purchase dissonance. Post-purchase search also had negative influence on post-purchase dissonance. For those who are interesting in consumers’ searching behaviours and post-search state of mind, these findings could be referenced in their future research.en_US
dc.description.tableofcontents INDEX
1 INTRODUCTION 9
1.1 Background and Motivation 9
1.2 Research Objectives 11
1.3 Research Questions 12
2 LITERATURE REVIEW 13
2.1 Consumer’s Product Knowledge 13
2.1.1 Types of product class knowledge 13
2.1.2 Prior product knowledge and information search 14
2.1.3 Negative knowledge-search relationship 14
2.1.4 Positive knowledge-search relationship 15
2.1.5 The inverted-U shaped knowledge-search relationship 16
2.2 Information Search 17
2.2.1 External and internal information search 17
2.2.2 Pre-purchase search 17
2.2.3 Ongoing search 18
2.2.4 Differences between pre-purchase search and ongoing search 19
2.3 Buyer Regret and Cognitive Dissonance 20
2.3.1 Buyer regret 20
2.3.2 Cognitive dissonance 21
2.4 Post-purchase search 22
3 METHODOLOGY 24
3.1 Research model 24
3.2 Hypotheses 24
3.3 Questionnaire Design 30
3.3.1 Product studied 30
3.4 Operational Definitions 31
3.4.1 Consumers’ product knowledge 31
3.4.2 Pre-purchase search 33
3.4.3 Ongoing search 34
3.4.4 Post-purchase dissonance and post-purchase search 35
3.5 Pretesting 38
3.5.1 Testing Results of KMO and Bartlett`s test 39
3.5.2 Factor analysis and total variance explained 40
4 STATISTICAL ANALYSIS AND HYPOTHESES TESTING 42
4.1 Data Collection 42
4.2 Sample Structure Analysis 42
4.3 Reliability and Validity Testing 45
4.3.1 Factor analysis, KMO, Bartlett`s test and total variance explained 45
4.4 Measurement Model Analysis 49
4.5 Structural Model Analysis 53
4.6 Results of Hypothesis Testing 55
4.7 Discussions 60
4.7.1 Influence of consumers’ product knowledge on post-purchase dissonance 60
4.7.2 Influence of consumers’ product knowledge on online pre-purchase, offline pre-purchase, and ongoing search 60
4.7.3 Influence of online pre-purchase, offline pre-purchase, and ongoing search on post-purchase dissonance 61
4.7.4 Moderating effect of post-purchase search on post-purchase dissonance and its antecedents 61
5 CONCLUSION AND SUGGESTIONS 63
5.1 Conclusion 63
5.2 Limitations and Future Research 64
Appendix 65
Reference 69		zh_TW
dc.format.extent 829348 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1023560471en_US
dc.subject (關鍵詞) 消費者產品知識zh_TW
dc.subject (關鍵詞) 資訊搜尋zh_TW
dc.subject (關鍵詞) 持續性搜尋zh_TW
dc.subject (關鍵詞) 購買前搜尋zh_TW
dc.subject (關鍵詞) 購買後搜尋zh_TW
dc.subject (關鍵詞) 購買後認知失調zh_TW
dc.subject (關鍵詞) consumer product knowledgeen_US
dc.subject (關鍵詞) information searchen_US
dc.subject (關鍵詞) ongoing searchen_US
dc.subject (關鍵詞) pre-purchase searchen_US
dc.subject (關鍵詞) post-purchase searchen_US
dc.subject (關鍵詞) post-purchase dissonanceen_US
dc.title (題名) 購買前搜尋與持續性搜尋對購買後認知失調的影響zh_TW
dc.title (題名) Investigating the Effect of Pre-Purchase Search and Ongoing Search on Post-Purchase Dissonanceen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14(1), 83-95.
Bell, D. E. (1982). Regret in decision making under uncertainty. Operations
Research, 30(5), 961-981.
Bennett, P. D., & Mandell, R. M. (1969). Prepurchase information seeking behavior of new car purchasers: The learning hypothesis. Journal of Marketing Research, 6(4), 430-433.
Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer search: an extended framework. Journal of Consumer Research, 13(1), 119-126.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16.
Brucks, M., & Schurr, P. H. (1990). The effects of bargainable attributes and attribute range knowledge on consumer choice processes. Journal of Consumer Research, 16(4), 409-419.
Carter, C. R., Kaufmann, L., & Michel, A. (2007). Behavioral supply management: A taxonomy of judgment and decision-making biases. International Journal of Physical Distribution & Logistics Management, 37(8), 631-669.
Claxton, J. D., Fry, J. N., & Portis, B. (1974). A taxonomy of prepurchase information gathering patterns. Journal of Consumer Research, 1(3), 35-42.
Cooke, A. D. J., Meyvis, T., & Schwartz, A. (2001). Avoiding future regret in purchase-timing decisions. Journal of Consumer Research, 27(4), 447-459.
Cummings, W.H., & Venkatesan, M. (1976). Cognitive dissonance and consumer behavior: A review of the evidence, Journal of Marketing Research, 13(3), 303-308.
Festinger, L. (1962). A Theory of Cognitive Dissonance (Vol. 2). Stanford university press.
Fiske, C. A., Luebbehusen, L. A., Miyazaki, A. D., & Urbany, J. E. (1994). The relationship between knowledge and search: It depends. Advances in Consumer Research, 21, 43-43.
Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46(1), 57-66.
Furse, D. H., Punj, G. N., & Stewart, D. W. (1984). A typology of individual search strategies among purchasers of new automobiles. Journal of Consumer Research, 10(4), 417-431.
George, B. P., & Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: A study conducted among the spring break student shoppers. Young Consumers: Insight and Ideas for Responsible Marketers, 11(4), 291-306.
Inman, J. J., Dyer, J. S., & Jia, J. (1997). A generalized utility model of disappointment and regret effects on post-choice valuation. Marketing Science, 16(2), 97-111.
Jacoby, J., Jaccard, J., Kuss, A., Troutman, T., & Mazursky, D. (1987). New directions in behavioral process research: Implications for social psychology. Journal of Experimental social psychology, 23(2), 146-175.
Kahneman, D., & Miller, D. T. (1986). Norm theory: Comparing reality to its alternatives. Psychological Review, 93(2), 136.
Kahneman, D., & Tversky, A. (1982). The psychology of preferences. Scientific American.
Keaveney, S. M., Huber, F., & Herrmann, A. (2007). A model of buyer regret: Selected prepurchase and postpurchase antecedents with consequences for the brand and the channel. Journal of Business Research, 60(12), 1207-1215.
Kelly, R. F. (1968). The search component of the consumer decision process: A theoretical examination. Marketing and the New Science of Planning, 271-274.
Keng, C. J., & Liao, T. H. (2009). Consequences of postpurchase dissonance: The mediating role of an external information search. Social Behavior and Personality: An International Journal, 37(10), 1327-1339.
Loomes, G., & Sugden, R. (1982). Regret theory: An alternative theory of rational choice under uncertainty. Economic Journal, 92(368), 805-824.
Menasco, M.B. & Hawkins, D.I. (1978). A field test of the relationship between cognitive dissonance and state anxiety, Journal of Marketing Research, 15(4), 650-655.
Montgomery, C., & Barnes, J. H. (1993). POSTDIS: A short rating scale for measuring post purchase dissonance. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 204-216.
Newman, J. W. (1977). Consumer external search: Amount and determinants. Consumer and industrial buying behavior, 79-94.
Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill Book Company, New York.
Patwardhan, P., & Ramaprasad, J. (2005). Rational integrative model of online consumer decision making. Journal of Interactive Advertising, 6(1), 2-13.
Punj, G. N., & Staelin, R. (1983). A model of consumer information search behavior for new automobiles. Journal of Consumer Research, 9(4), 366-380.
Rao, A. R., & Sieben, W. A. (1992). The effect of prior knowledge on price acceptability and the type of information examined. Journal of Consumer Research, 19(2), 256-270.
Srinivasan, N., & Ratchford, B. T. (1991). An empirical test of a model of external search for automobiles. Journal of Consumer research, 18(2), 233-242.
Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Cognitive dissonance after purchase: A multidimensional scale. Psychology & Marketing, 17(5), 369-385.
Soutar, G. N., & Sweeney, J. C. (2003). Are there cognitive dissonance segments? Australian Journal of Management, 28(3), 227-249.
Taylor, K. A. (1997). A regret theory approach to assessing consumer satisfaction. Marketing Letters, 8(2), 229-238.
Tsiros, M., & Mittal, V. (2000). Regret: A model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, 26(4), 401-417.
Zeelenberg, M., & Pieters, R. (2007). A theory of regret regulation 1.0. Journal of Consumer psychology, 17(1), 3-18.		zh_TW