消费者网资讯搜寻为之研究

路行旅行例125路行—旅行例ConsumerInternetInformationSearchBehavior—TakeBackpackerasanExample玲FonglingL.Fu立理Dept.ofManagementInformationSystems,NationalChengchiUniversityJacobY.H.Jou立Dept.ofBusinessAdministration,NationalSunYat-SenUniversity李Kuo-ChihLee立Dept.ofBusinessAdministration,NationalSunYat-SenUniversity論年126路了了量旅行來路行路路益旅旅益數數路行來略數量略路1931路益樂易率路旅益識六旅金行不不路益路旅益旅益益益路行異旅行益路行AbstractTheInternetoffersanewwayforconsumerstosearchinformationaboutproductsbeforemakingapurchasedecision.However,noonecouldcollecteveryinformationavailableonline.ThepurposeofthisstudyistodiscusshowbackpackerssearchforinformationviatheInternet.Fourindependentvariablesareused,including“theperceivedbenefitofonlineinformationsearching,”“theperceivedriskofonlineinformationsearching,”“theperceivedbenefitofbackpacking”and“theperceivedriskofbackpacking.”Thedependentvariableis“Websearchingbehavior,”whichisdiscussedfromfourdifferentperspectives:externalinformationresourcesstrategy,quantityofinformationsearch,informationsearchingsequenceandtemporalinformationsearchingstrategy.Analysison1931validsamplesofonlinesurveyfoundfourfactorsofperceivedbenefitforonlineinformationsearching.Theyare“entertainment,”“perceivedeaseinproductusage,”“efficiencyininformationcollection”and“informationusefulness.”Factorsofperceivedrisksofonlineinformationsearchingwere“credibility”“security”and“time.”Factorsofperceivedbenefitsinbackpackingwere“hedonic,”“innovational,”“functional,”“cost-effective”and“sign.”Factorsof路行旅行例127perceivedrisksofbackpackingwere“moneyloss,”“badroutefortravel,”“damagetofriendship,”“heavyduty”and“notcost-effective.”Respondentsaredividedintothreegroupsafterclusteranalysiswasappliedontheperceivedbenefitandriskofbackpacking.Thenameofthethreegroupsare“high-benefitlow-risk,”“high-benefithigh-risk”and“low-benefithigh-risk.”Accordingtoachi-squaretest,thegroupsdisplayedsignificantdifferenceintheirinformationsearchbehaviorontheInternet.KeywordsBackpacker,Perceivedbenefit,Perceivedrisk,InformationsearchbehaviorinInternet論年128路了路便廉說拾路量理量路路行了FIND行2002年率53%2001年了1429(2002年)旅65%旅了2002年旅旅量更見旅樂ActiveMediaJeanneDietsch說旅旅旅行旅行例來路行理行列Beatty&Smith,1987;Schmidt&Spreng,1996臨識Solomon,1994;Wilkie,1985念列聯行Kiel&Layton,1981理略(spatialinformationsearchstrategy)例路行旅行例129(internalinformationsearch)來Murray,1991不便(Engeletal.,1995)例行識FodnessandMurray,1999來(Externalsources)略來來類兩來Udell,1966Fodness&Murray,1998利類來//類Fodness&Murray,1997Engeletal.,1995路來1999路//類路/來利BBS來立來路來略(TemporalInformationsearchstrategy)略來Engeletal.,1995行便不了來累識來Fodness&Murray,1999Blochetal.(1986)論來行樂Schmidt&Spreng,1996說不行行念(Blochetal.,1986)不兩不Babin,Darden,&Griffin(1994)Blochetal.樂數量論年130數量度數來數數Engeletal.,1995利兩異Stigler,1961;Farley,1964不度不異來來行力行Engeletal.,1995索旅行路數量來不來列量數量量數行Srinivasan&Ratchford(1991)了60數Schmidt&Spreng(1996)理了理力(e.g.Bettman&Park,1980)(e.g.,Bettman1979;Stigler1961)數數1力理力力了度識識23了金()力()理()(Bettman,1979)(Bettman,1979)4度異利兩異Stigler,1961;Farley,1964Assael1998量識更異度度路行旅行例131不力度力(Petty&Caxioppo,1983;Beatty&Smith,1987)路不利不利兩Cunningham,1967;Cox,1964念不不類不不不理理不不不Assael,1998;Mowen,1995;Stone&Gronhaug,1993;Kaplan,1974;Woodside,1974;Jacoby&Kaplan,1972,Roselius,1971;Cox,1964類不度不離不理不Stone&Gronhaug,1993;Murray&Schlacter,1990路六1路了不23不4理不56Tan,19992000路更(Tan,1999)略路例路路路降(Miyazak,2001)路不路路Korgaonkar&Wolin,1999路量度路降了力論年132(Grazioli&Jarvenpaa,2000)路數不Grazioli&Jarvenpaa,2000路不匿路易了了不(Marshall,1999)Cookies類料行了路若料類(Sama&Shoaf,2002)了路易易不路復力復不路力度度Srinivasan&Ratchford,1991;Duncan&Olshavsky,1982略力度兩異Stigler,1961;Farley,1964了數量來Selnes&Troye,1989了Cox&Rich,1964(Mazisetal.,1981)降Cox&Rich,1964Green,1966樂Tauber,1972Strinvasan&Ratchford,1991旅不識樂不旅來類Vogt&Fesenmaier,1998路TechnologyAcceptanceModel易兩數來量Lin&Lu,2000路1路更更類更2便更更不路行旅行例1333更路Albaetal.,1997易勵樂勵Igbriaetal.,1996樂(Richmon,1996,Eighmey.,1997)易度盧林1999;LinandLu,2000李2001不來行不念樂(2000)量樂樂來力易理力力Eighmey&McCord,1995Eighmey(1997)理六路行樂易力路略路路行(PetersonMerino,2003)路易度利路連McGaugheyMason,1998路見降利不來路若來若路不理Albaetal.,1997路降路量不參不Albaetal.,1997Nachmias&Gilad(2002)路略路略略(SearchEngineStrategies)略(BrowsingStrategies)略(DirectAccessStrategies)略略(1)2論年134來3略來4兩來5qi5JPG來6邏略錄略連Nachmias&Gilad(2002)路率不數(麗)1220Carroll(1999)Holcher&Strube(2000)兩說了路Roper(2000)更71%路路路略不率略(Nachmias&Gilad,2002)路力率降(e.g.,Bates,1996c)路略略略路略(Nachmias&Gilad,2002)路兩路路來略略數量略略略旅行旅行旅行不()行樂(Loker-Murphy&Pearce,1995)參旅行旅行旅行旅行(隆1993沈1995)2001年行旅行旅旅索旅58路10%2002年7,507,247旅旅旅行數83.7旅旅行不5%旅旅旅旅旅行88.9%旅旅行68.2%路行旅行例135參行念(Schmidt&Spreng,1996)路旅行旅路來兩1數旅旅路路數李Likert度旅量Murray&Schlacter(1990)Stone&Gronhaug(1993)旅來更易理3345理33六21來量旅旅‧‧益1旅量Vogt&Fesenmaier(1998)旅來量旅5樂363421來量旅路量Eighmey(1997)Grazioli&Jarvenpaa(2000)3路行‧路‧數量‧‧路‧‧益論年1364310來量路路量易4率6樂2315來量路路行略路略路行旅行路旅來略來路旅數量略旅數量利路旅數量參了路略旅立連略旅行立理行路路旅旅數度數度行HTML路旅了旅行MOOK旅旅行聯旅聯連連路旅行2003年3行行料IPE-mail理21031931旅行142473.7%旅行50726.3%料50.2%女49.8%旅行68.5%路行旅行例137女旅行78.7%女旅行例年16~2561.83%26~3529.31%368.70%年旅行例16~25(67.4%)26~3536旅行例80%度數(76.7%)17.8%旅行例(80.7%)72.3%70.5%旅行1424旅行旅行旅行29.2%數(70.8%)旅行(62.9%)(56.4%)數數露旅行不路行90.2%旅行旅94.1%旅行參兩旅49.3%50.7%度72.8%27.2%旅留3046.0%留54.0%旅行55.1%44.9%旅來旅數路路旅旅(Latentrootcriterionextrationmethod)Varima