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研究生:陳麗吉
研究生(外文):Li-chi Chen
論文名稱:消費者資訊搜尋行為暨影響因素之研究
論文名稱(外文):EXTERNAL SEARCH BEHAVIOR IN SERVICE INDUSTRY
指導教授:翁景民翁景民引用關係
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2000
畢業學年度:88
語文別:中文
論文頁數:77
中文關鍵詞:外部搜尋行為價格搜尋行為資訊搜尋行為服務業市場專家
外文關鍵詞:external search behaviorinformational saerch behaviorprice serach behaviorservice industry
相關次數:
  • 被引用被引用:25
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  • 下載下載:155
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資訊搜尋與評估是消費者購買決策過程中非常重要的步驟之一,而過內外的著述多偏重於消費者對實體產品的外部搜尋行為,較少論及服務性產品這部分。本研究的主要目的為探討消費者價格搜尋行為及非價格搜尋行為在服務性產品中的影響因素。由於時間與財力的限制,本研究以大學生為受測對象,所以選擇與學生最相關的高價位服務性產品─外語補習班及低價位服務產品─美髮院為代表。
經過實證結果的分析,得到下列結論:
1.無論對高價位服務產品或是低價位服務產品,消費經驗、市場專家皆 會影響消費者的價格及非價格搜尋行為。
2.無論對高價位服務產品或是低價位服務產品,知覺價格的變異程度會影響消費者的價格搜尋行為,而移動性限制會影響消費者的非價格搜尋行為。
3.知覺價格的變異程度與價格搜尋行為呈正相關。
4.移動性限制與非價格搜尋行為呈負相關
5.消費經驗與外部搜尋行為(價格及非價格搜尋行為)呈正相關。
6.市場專家與外部搜尋行為(價格及非價格搜尋行為)呈正相關。
7.市場專家對於消費者的格搜尋行為及非價格搜尋行為的解釋能力均高於其他各項因素。
8. 僅在低價位服務性產品(美髮院)中,女性比男性會進行較多的價格及非價格搜尋行為;在高價位服務性產品(外語補習班)中,性別則無明顯的差異。
Information search is one of the important steps in the process of consumer purchase strategy. This study attempts to improve the explanation of information-search behavior in service industry. The objective is to measure price-search behavior and non-price search behavior in a more direct way. Limited by finance and time available, this study chooses colleges students as the main interviewees. And choosing high- price service--Foreign language center and low-price service--barber shop as the representative service products.
The conclusions of this study are presented as follows:
1.No matter for high-price service or low-price service, the consumption experience and market maven explain significant amounts of variation in price search behavior and non-price search behavior.
2.No matter for high-price service or low-price service, consumers who perceive a wide dispersion of prices will search more price information than consumers who perceive a narrower dispersion of prices. And there is no relationship between non-price search behavior and dispersion of price. When consumer focus on price information, he will do more price search.
3.No matter for high-price service or low-price service, limitation of mobility explain significant amounts of variation in non-price search behavior. That because non-price is a subjective factor, consumers have to experience these service products. So the limitation of mobility is related with non-price search behavior.
4.Only for low-price service product, gender is one factor that will influence price search behavior and non-price search behavior. Female does more information search than male does in low-price service product, because female is more interested in the topic about beauty than male is.
目錄
第一章 緒 論---------------------------------------------- 1
第一節 研究動機------------------------------------------ 1
第二節 研究範圍------------------------------------------ 3
第三節 研究目的------------------------------------------ 5
第二章 文獻探討------------------------------------------- 6
第一節 資訊經濟學----------------------------------------- 6
第二節 資訊搜尋的成本與利益------------------------------- 10
第三節 市場專家------------------------------------------- 19
第三章 研究方法------------------------------------------- 24
第一節 研究架構------------------------------------------- 24
第二節 變數之定義與衡量方法------------------------------- 27
第三節 研究假設------------------------------------------- 35
第四節 研究設計------------------------------------------- 37
第五節 研究分析方法--------------------------------------- 38
第四章 研究發現------------------------------------------- 39
第一節 樣本描述------------------------------------------- 39
第二節 信度測試------------------------------------------- 40
第三節 外部搜尋行為決定因素之實證分析--------------------- 41
第四節 四組預測變數效果之討論----------------------------- 57
第五章 結論與建議------------------------------------------ 64
第一節 研究結論------------------------------------------- 64
第二節 管理上的涵義--------------------------------------- 67
第三節 研究限制及後續研究方向----------------------------- 69
參考文獻-------------------------------------------------- 71
附錄 : 本研究問卷----------------------------------------- 75
參考文獻
一、 中文部分
1. 林玉娟著,價格搜尋行為之研究─以超級市場購物為例,台灣大學商學研究所之碩士論文,民國八十六年六月。
2. 沈致瑋著,消費者搜尋行為暨影響因素之研究,台灣大學商學研究所之碩士論文,民國八十七年六月。
3. 周文賢著,多變量統計分析(講義),民國八十八年九月。
4. 彭昭英編著,SAS與統計分析,十版,儒林圖書有限公司,民國八十九年一月。
5. 海斯凱特著,王克捷、李慧菊譯,服務業的經營策略,,民國八十六年十二月。
6. 蕭重建、藍美英、紀佳芬,〝美髮院服務品質規劃之探討〞,品質管制月刊,第二十七卷第十二期。
7. 覃冠豪,〝服務是管理的延伸〞,戰略生產力雜誌,民國85年2月。
二、 英文部分
1. Betty. Sharon E. and Scott M. Smith “External Search Effort: An Investigation Across Several Search Categories”, Journal of Consumer Research, 14(June), 1987, 83-95.
2. Carlson, John A. and Robert J. Gieseke, “Price Search in a Product Market,” Journal of Consumer Research, 9(March), 1983, 357-65.
3. Downs, Anthony, “A Theory of Consumer Efficiency”, Journal of Retailing, 39(Spring), 1961, 6-12.
4. Farley, John U. “Brand Loyalty and Economics of Information”, Journal of Business, 37(October), 1964, 307-381.
5. Feick, Lawrence F. and Linda L. Price, “The Market Maven: A Diffuser of Marketplace Information”, Journal of Consumer Marketing, 51(January), 1987, 83-97.
6. Goldman, Arieh, “Consumer Knowledge of Food Prices as an indicator of Shopping Effectiveness”, Journal of Consumer Marketing, 41(October), 1977, 7-75.
7. Goldman, Arieh and J. K. Johansson, ”Determinants of Search of Lower Prices: An Empirical Assessment of Economics of Information Theory”, Journal of Consumer Research, 5(December), 1978, 176-86.
8. Gilbert A. and Churchill, Jr, “Marketing Research: Methodological Foundations”, The Dryden Press, 7th ed., 1999.
9. Irwin, Francis W. and W.A.S. Smith, “Value, Cost, and Information as Determinants of Decision”, Journal of Experimental Psychology, 54(3), 1957, 229-232.
10. Mowen, John C., Consumer Behavior, Maxwell Macmillan, 2nd ed., 1990.
11. Kiel, Geoffrey C. and Roger A. Layton, “Dimensions of Consumer Information Seeking”, Journal of Consumer Research, 8(May), 1981, 233-239
12. Kolodinsky, Jane, ”Time as a Direct Source of Utility: The Case of Price Information Search for Groceries”, Journal of Consumer Affairs, 24(summer), 1990, 89-109.
13. Marmorstein, Howard, Dhruv Grewal, and Raymond P.H. Fishe, “The Value of Time Spent in Price-Comparison Shopping: Survey and Experimental Evidence”, Journal of Consumer Research, 19(June), 1992, 52-61.
14. Peter, Girish N. and Richard Staelin, “A Model of Consumer Information Search Behavior for New Automobiles,” Journal of Consumer Research, 9(March), 1983, 366-380.
15. Price, Linda L. Lawrence. F. Feick, and Audrey Guskey-Federouch, “Couponing Behaviors of the Market Maven: Profile of a Super Couponer”, Advances in Consumer Research, Vol. 15, 1988, 354-59.
16. Ratchford, Brian T., “Cost-Benefit Models for Explaining Consumer Choice and Information”, Management Science, 28(February), 1982, 28-39.
17. Stigler, George J., “The Economics of information”, Journal of Political Economy, 1961, 213-35
18. Staelin, Richard, “The Effects of Consumer Education on Consumer Product Safety Behavior”, Journal of Consumer Research, 1978, 5(June), 30-40.
19. Spiggle, Susan and Murphy A. Sewall, “A Choice Sets Model of Retail Selection”, Journal of Marketing, 51(April), 1987, 97-112.
20. Srinivasan, Narasimhan AND Brian T. Ratchford, “ An Empirical Test of a Model of External Search for Automobiles”, Journal of Consumer Research, 18(September), 1991, 233-242.
21. Udell, J. G., “Prepurchase Behavior of Buyers of Small Electrical Appliances”, Journal of Marketing, 30(October), 1966, 50-52.
22. Urbany, Joel E., “An Experimental Examination of the Economics of Information”, Journal of Consumer Marketing, 13(September), 1986, 257-71.
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