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研究生:柳孟華
研究生(外文):Meng-Hua Liu
論文名稱:網頁如何影響資訊搜尋以及產品判斷
論文名稱(外文):How Web Page Influences Information Search and Product Judgment
指導教授:蕭中強蕭中強引用關係
指導教授(外文):Chung-Chiang Hsiao
學位類別:碩士
校院名稱:國立清華大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:英文
論文頁數:59
中文關鍵詞:產品判斷從眾涉入專家程度時間壓力資訊搜尋
外文關鍵詞:Product JudgmentMajorityInvolvementExpertiseTime PressureInformation Search
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當電子商務愈趨發達,也產生愈來愈多的線上交易。但是線上消費的環境和傳統的消費方式是有所差異的:現在的消費者不僅透過網際網路來評估產品,他們更可以透過不同的管道來進行產品判斷,譬如某些知名且受歡迎的網站提供產品評估和建議,例如:「CNet」、「PC Magazine」這些網站。經由這些網站,消費者獲取更多產品的介紹和使用者的意見。我們想要檢視消費環境的改變是否會造成消費者行為的改變,因為現在的消費者可以選擇他們在線上閱讀的資訊並決定要花多少時間尋找資訊。
我們採用「涉入」,「從眾性」和「專業性」來調節初始認知,我們的線上實驗檢視產品新手的資訊搜尋和產品判斷會和初始認知以及從眾性一致。對產品專家而言,將會和涉入程度有關。
本研究中發現初始認知對於產品專家在資訊搜尋和產品評估的影響大於新手。沒有時間壓力之下,人們會對正面的初始認知有更高的偏好。負面的多數性會讓人們去尋找更多的資訊來進行決策。
With EC industry is growing, more and more on-line shopping transaction take place. But the consumer behavior on on-line shopping is different from traditional shopping’s, consumers now evaluate products via internet, and they can judge product from different channel, e.g. some famous and popular “Review and Guide” web sites such as “C NET” and “PC Magazine”. From these review sites, consumer can get more product review and user’s comment. We would like to examine change in judgment environment may result in change in consumer behavior, because the consumers can choose what to read on-line and decide how much time to search information.
We adopt “involvement” and “expertise” to moderate the initial cognition, and our on-line experiment will examine that the information search and product judgment will tend to be consistent with initial cognition for novices. For experts, it will be moderated by the involvement.
In this study, we explore initial cognition influences expert more than novice on both information search and product evaluation. Under time pressure, people will have higher preference for positive initial cognition. Positive initial cognition vs. negative majority opinion makes people tend to seek more information to make decision.
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