臺灣博碩士論文加值系統

ABSTRACT
When consumers recognize a need, they seek information about the products or services that can describe their need and want. This process is the most important part of making a purchase decision. Research concerning offline information sources such as TV commercials and newspaper advertisements has been abundant. Nevertheless, with the trend of rapid growth of the online information sources that may affect purchase decision, there is a need to undertake more research to appreciate consumer information search behavior in pre-purchase process. Therefore, it would be interesting should we investigate the issues of consumer behavior, specifically, individual differences, and the relationship with the consumer’s choice of information sources before making purchase decision.
Since the year of 2000, Internet usage in Mongolia, especially in big cities, is thriving and pervading. This study focuses on the Mongolian consumers. It tries to understand the relationship between online vs. offline sources and individual factors. Specifically, I examine the relative value of online vs. offline sources of information for the pre-purchase information search for consumers. A quantitative research design and a three-part questionnaire survey were used. Samples of 215 Mongolian luxury goods buyers were obtained. Data was followed with data analysis and hypothesis tests.
Among the four individual differences (personality, perceived risk, customer experience, and consumer lifestyle), this finding shows that perceived risk, customer experience and lifestyle have significant influence on Mongolian consumers’ search for pre-purchase information. However, personality influenced only the search of online sources yet the effects toward offline search was not clear.
In summary, for high involvement product markets in Mongolia, individual factors do count. It is also suggested that managers should understand numerous factors which influence the acquisition of information in order to segment their customers and optimize their communication channels for marketing. In addition, brand managers should concentrate on these individual factors to succeed on the market.
purchase decision.
Since the year of 2000, Internet usage in Mongolia, especially in big cities, is thriving and pervading. This study focuses on the Mongolian consumers. It tries to understand the relationship between online vs. offline sources and individual factors. Specifically, I examine the relative value of online vs. offline sources of information for the pre-purchase information search for consumers. A quantitative research design and a three-part questionnaire survey were used. Samples of 215 Mongolian luxury goods buyers were obtained. Data was followed with data analysis and hypothesis tests.
Among the four individual differences (personality, perceived risk, customer experience, and consumer lifestyle), this finding shows that perceived risk, customer experience and lifestyle have significant influence on Mongolian consumers’ search for pre-purchase information. However, personality influenced only the search of online sources yet the effects toward offline search was not clear.
In summary, for high involvement product markets in Mongolia, individual factors do count. It is also suggested that managers should understand numerous factors which influence the acquisition of information in order to segment their customers and optimize their communication channels for marketing. In addition, brand managers should concentrate on these individual factors to succeed on the market.

ABSTRACT
When consumers recognize a need, they seek information about the products or services that can describe their need and want. This process is the most important part of making a purchase decision. Research concerning offline information sources such as TV commercials and newspaper advertisements has been abundant. Nevertheless, with the trend of rapid growth of the online information sources that may affect purchase decision, there is a need to undertake more research to appreciate consumer information search behavior in pre-purchase process. Therefore, it would be interesting should we investigate the issues of consumer behavior, specifically, individual differences, and the relationship with the consumer’s choice of information sources before making purchase decision.
Since the year of 2000, Internet usage in Mongolia, especially in big cities, is thriving and pervading. This study focuses on the Mongolian consumers. It tries to understand the relationship between online vs. offline sources and individual factors. Specifically, I examine the relative value of online vs. offline sources of information for the pre-purchase information search for consumers. A quantitative research design and a three-part questionnaire survey were used. Samples of 215 Mongolian luxury goods buyers were obtained. Data was followed with data analysis and hypothesis tests.
Among the four individual differences (personality, perceived risk, customer experience, and consumer lifestyle), this finding shows that perceived risk, customer experience and lifestyle have significant influence on Mongolian consumers’ search for pre-purchase information. However, personality influenced only the search of online sources yet the effects toward offline search was not clear.
In summary, for high involvement product markets in Mongolia, individual factors do count. It is also suggested that managers should understand numerous factors which influence the acquisition of information in order to segment their customers and optimize their communication channels for marketing. In addition, brand managers should concentrate on these individual factors to succeed on the market.

LIST OF CONTENTS
ABSTRACT ii
ACKNOWLEDGEMENTS iii
LIST OF TABLES v
LIST OF FIGURES vi
CHAPTER 1: INTRODUCTION 1
1.1 Background 1
1.2 Motivation 3
1.3 Research Objectives 4
1.4 Contribution 5
CHAPTER 2: LITERATURE REVIEW 6
2.1. Luxury product market in Mongolia 6
2.1.1 Definitions of Luxury 6
2.1.2 Luxury goods in Mongolia 7
2.2. Decision Making Process and Pre-purchase information search 8
2.2.1 Problem Recognition and Information Search 9
2.3. Sources of Information 11
2.3.1 Online Information Sources 14
2.3.2 Offline Information Sources 21
2.4. Individual Factors 25
CHAPTER 3: METHODOLOGY 31
3.1 Research Design 31
3.2 Research Framework 31
3.3 Research hypothesis 32
3.4 Questionnaire Design 34
3.5 Sampling and Data Collection 38
3.5.1 Sampling size 38
3.5.2 Data collection 39
3.6 Data Analysis method 39
3.6.1 Descriptive statistical analysis 39
3.6.2 Checking Reliability and Validity 39
3.6.3 T-test and ANOVA test 40
3.6.4 Correlation 40
3.6.5 Regression Analysis 41
CHAPTER 4: DATA ANALYSIS AND RESULTS 42
4.1 Descriptive statistics 42
4.1.1. Demographic Statistics 42
4.1.2. Descriptive statistic of questionnaire items 43
4.1.3. Descriptive Analysis of Information Sources 46
4.2 Reliability and Validity 48
4.2.1 Online Sources 49
4.2.2 Offline Sources 50
4.2.3 Individual Factors 51
4.3 Independent Samples T-test 52
4.4 One-way ANOVA 53
4.5 Correlation Analysis 55
4.6 Regression Analysis 58
4.7 Summary of Hypothesis tests 60
CHAPTER 5: RESEARCH CONCLUSION 61
5.1 Conclusions and Implications 61
5.2 Limitation and Scope for Future Research 64
REFERENCES 66
APPENDICES 72

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