臺灣博碩士論文加值系統

許多消費者行為的研究皆指出，資訊搜尋不僅是消費者購買決策過程中的重要階段也是企業影響消費者行為的關鍵階段(Schmidt & Spreng,1996)。而網路的普及更使得網路成為一般民眾獲取資訊的主要管道。資訊搜尋活動中有哪些關鍵因素會對消費者的資訊搜尋需求產生影響，以及這些因素與網站使用意願間的關係為何，一直是企業所關注的焦點。因此，本研究以使用者資訊搜尋動機為出發點，探討網站內容與互動性以及搜尋的享樂價值透過網站滿意度與網站涉入對網站使用意願的影響。回收之有效樣本為321份，並採用PLS（Partial Least Squares）進行資料分析。研究結果顯示，網站滿意度與涉入會對網站使用意願產生影響，而網站內容與互動性功能則會對網站滿意度與網站涉入產生影響，搜尋的享樂價值亦會對網站涉入產生影響。此外，使用者網路活動的類型也明顯對本研究模型產生干擾效果。

Along with the rapid growth of the Internet, online information search has become a prevalent Internet activity. However, little research has addressed the factors and website features that influence website information search behavior. Therefore, this study aimed at the Internet users’ searching behavior, and further probed into users’ willingness of continuous websites use.
Based on the prior literature, a model was proposed and empirically tested to gain a better understanding on Internet users’ search behavior. The results showed that Internet user’s willingness to revisit was mainly influenced by his/her involvement and satisfaction toward the website, and these two factors were affected by website information quality, website interactivity, and hedonic value. Also, the research model was moderated by goal-directed and experiential behavior.

摘 要 i
Abstract ii
目 錄 iii
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第四節 研究架構 6
第二章 文獻探討 7
第一節 消費者資訊搜尋行為 7
2.1.1 資訊搜尋之定義 7
2.1.2 資訊搜尋類型 7
2.1.3 資訊搜尋研究觀點 8
第二節 消費者網站使用行為 13
2.2.1 網站互動性 13
2.2.2 網站資訊品質 16
2.2.3 享樂價值 18
2.2.4 涉入理論 19
2.2.4.1 涉入類型 19
2.2.4.2 涉入對象 20
2.2.4.3 涉入前因 20
2.2.5 滿意度 21
2.2.6 網站使用意願 22
2.2.7 體驗導向與目標導向網路活動 23
第三章 研究方法 24
第一節 研究模型與假設 24
第二節 研究變數定義與衡量問項 28
3.2.1 網站資訊品質 28
3.2.2 網站互動性 29
3.2.3 搜尋之享樂價值 30
3.2.4 網站滿意度 31
3.2.5 網站涉入 32
3.2.6 網站使用意願 33
第三節 問卷設計 34
第四節 資料蒐集與分析方法 36
3.4.1 研究對象 36
3.4.2 常態分布檢驗 36
3.4.3 分析工具 39
第四章 研究結果 40
第一節 基本資料說明 40
第二節 體驗導向與目標導向群組樣本之差異檢定 44
第三節 測量模式之信效度檢定 45
第三節 結構模式分析 50
4.3.1模式契合度與路徑分析 50
4.3.2假設檢定 52
4.3.3 體驗導向與目標導向網路活動群組分析 53
第五章 結論 55
第一節 研究結果之意涵 55
5.1.1 體驗導向使用者之資訊搜尋行為模式 55
5.1.2 目標導向使用者之資訊搜尋行為模式 56
5.1.3 網路活動類型的干擾效果 56
5.1.4 本研究對於學術界的貢獻 57
5.1.5 本研究對於實務界的貢獻 57
第二節 研究限制 59
第三節 未來研究方向 60

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