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研究生:張俊惠
研究生(外文):Chang Chun-Hui
論文名稱:消費者對資訊線索來源使用差異之研究-構建式觀點
論文名稱(外文):A Study on the Differences in Information Sources Used by Consumer-A Constructive Perspective
指導教授:翁景民翁景民引用關係黃志文黃志文引用關係
指導教授(外文):James C. M. WengHuang Chih-Wen
學位類別:博士
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:164
中文關鍵詞:資訊來源先驗知識涉入程度構建式時間壓力
外文關鍵詞:information sourceprior knowledgeinvolvementconstructivetime pressure
相關次數:
  • 被引用被引用:24
  • 點閱點閱:580
  • 評分評分:
  • 下載下載:167
  • 收藏至我的研究室書目清單書目收藏:1
論文摘要
本論文針對不同涉入程度與不同先驗知識的消費者,在不同時間壓力的考量下,其對內外部資訊線索來源之使用,以及其個別之決策路徑的差異性進行探討。期望透過實證研究能對不同情況之消費者的決策路徑有更進一步的了解,並對消費者於決策過程中其對不同資訊線索來源之使用的真實情況有更完整的呈現。
經由實證資料分析,本論文主要的研究發現如下:
1. 對高涉入高知識的消費者而言
(1) 不論是否有時間壓力,就資訊之使用,內部資訊對消費者而言其重要性會大過外部資訊。
(2) 在沒有時間壓力的情況下,外部資訊對購買意圖的影響主要是經
由對特定品牌偏好態度之強化進而影響意圖之形成的間接途徑。
(3) 當消費者在有時間壓力的情況之下進行決策,此時,外部資訊對
購買意圖之影響,除了可對特定品牌偏好態度進行強化之外,尚
可透過強化消費者信心的途徑來達到。
2. 對高涉入低知識的消費者而言
(1)不論在有無時間壓力的情況下,內部及外部資訊對消費者而言, 都
具有相當的參考價值。
(2)外部資訊的影響,在沒有時間壓力的情況下,可知透過對特定品
牌偏好態度之建立是影響消費者意圖形成的重要途徑(相對於透過
信心之加強)﹔但是當此組之消費者面對較大的時間壓力,外部資
訊影響力之發揮,必須同時透過品牌偏好態度之加強與信心之建
立,方能對購買意圖有比較明顯的影響。
3. 對低涉入高知識的消費者而言,相當於是習慣性的購買決策,就此組而言,本研究所得到的主要研究結果如下:
(1) 消費者在此種情況,是不會需要再向外搜尋資訊,不論有無時間
壓力,其所使用之主要的資訊來源都將是內部資訊來源,而就影
響購買意圖的部份,外部資訊來源將無發揮之空間。
(2) 而對此種習慣性之購買決策,內部資訊對購買意圖的影響,不論
有無時間壓力,都是一種直接的影響,是一種自發性購買行為。
4. 對低涉入低知識的消費者而言,此種購買行為可以多樣化的購買行為來對應之,就此組而言,本研究所得到的主要研究結果如下:
(1) 如同本研究之預期,不論是有無時間壓力的情況下,外部資訊對
購買意圖之影響力都將大於內部資訊的影響力。
(2) 在沒有時間壓力的情況下,內部資訊仍然會發揮其自發性的影響
力。而外部資訊對購買意圖之影響主要是透過品牌偏好態度之建
立。
(3) 當消費者時間壓力大時,外部資訊之直接影響力將扮演極為重要
之角色﹔而內部資訊將不會透過任何途徑對購買意圖產生影響。
5. 就整體而言,除了上述針對各組之實證結果之說明,本研究尚有以下兩點值得進一步思考的研究發現:
(1) 內部資訊對消費者購買意圖之直接影響途徑,只有在低涉入低知識
而且消費者有極大的時間壓力情況下,此一影響途徑會不存在,
在其餘的七組情況(特別是低涉入高知識的兩組),其影響力都頗為
顯著,此表示,對消費者的購買決策而言,其過去的使用經驗或
對產品之聯想或回憶都是一個頗為重要的資訊來源。
(2) 資訊來源透過信心間接影響購買意圖的途徑,如同預期,在本研
究低涉入的四組中都不存在,此表示,對低涉入的產品而言,消
費者之選購要不是自發性的形成購買,就是消費者會在心理先對
某品牌形成特定的品牌偏好,並據之以形成意圖,與信心強度無
關。
綜合以上之研究發現,本研究除了肯定不同情況的消費者於決策過程中對資訊線索來源的使用是有差異的,而且研究結果也明確地指出不同個體差異情況之消費者在不同時間壓力的情況下,其決策之路徑也不相同。
A Study on the Differences in Information Sources
Used by Consumer- A Constructive Perspective
Abstract
The consumer decision-making processes often depend highly on individual differences and context (or task) factors. Of these two factors, this paper takes product involvement and prior knowledge out of the individual differences and time pressure from the context factors. The study then analyses the effects of these three variables on the differences in information sources used by consumers during the decision-making processes and examines the decision-making paths of consumers based on these three variables.
The major findings of our empirical analyses are:
1. For those consumers who have high product involvement and lots of prior knowledge, in their process of decision-making the internal information source is dominant. Without considering the time pressure, the external information source will influence the purchasing intention of these consumers through the brand attitude. While considering the time pressure, the impact of the external information source will depend either on the brand attitude of the consumers or their confidence in judging the purchasing decision.
2. For those consumers who have high product involvement but not much prior knowledge, both the internal and external information sources are important. Without considering the time pressure, the external information source will influence the purchasing intention of the consumers through the brand attitude. While considering the time pressure, the impact of the external information source will depend not only on the brand attitude of the consumer but also on their confidence in judging the purchasing decision.
3. For these consumers who have low product involvement but have lots of prior knowledge, in their process of decision-making they will not search for any external information, but the internal information source will have direct influence on their purchasing intention.
4. For those consumers who have low product involvement and little prior knowledge, in their process of decision-making the external information source will always dominate no matter the consumers have the time pressure or not. Without considering the time pressure the external information source will influence the consumer’s purchasing intention through the brand attitude. While considering the time pressure, besides through the brand attitude the external information source will have a strong direct influence on the purchasing intention. In the meanwhile the internal information source becomes insignificant.
5. The findings of the study also show that with the exception of the product involvement and little prior knowledge under time pressure, the internal information source always has direct influence on the purchasing intention. This means that for most consumers their experience and association of the product play an important part on purchasing decision-making processes.
6. When the product involvement is low, the information will have either a direct impact on purchasing intention or will have an influence on purchasing intention through brand attitude, but it will have nothing to do with confidence.
To sum up, the study show that the three variables( product involvement、prior knowledge and time pressure ) definitely have different impacts on the information sources used by consumers during the decision-making process and they also lead to different decision-making paths of consumers.
封面
目錄
第一章 緒論
第一節 研究動機
第二節 研究目的
第三節 研究流程與步驟
第四節 研究範圍及內容
一、 研究範圍
二、 研究內容
第二章 理論基礎、文獻回顧與觀忽架構建立
第一節 消費者決策模式
第二節 相關文獻回顧
一、 構建式觀點
二、 時間壓力
三、 先驗知識或熟悉度
四、 資訊線索來源
五、 涉入
第三節 觀念架構與研究假說之建立
一、 觀念架構建立
二、 研究假說之建立
第三章 研究設計
第一節 分析性架構與研究方法
第二節 操作性定義
第三節 問卷設計
第四節 抽樣設計與樣本結構
第四章 資料分析與解釋
第一節 各組實證資料之描述性統計分析
第二節 各衡量構面因素分析之結果
第三節 本研究量表之信度與效度測定
第四節 消費者決策過程之路徑分析
第五節 本研究假說之檢定結果
第五章 結論與建議
第一節 研究結論
第二節 本研究之項獻
第三節 後續研究建義
附表一至三
參考文獻
其他
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