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研究生:韓志成
研究生(外文):Chih-Cheng, Han
論文名稱:資訊結構扮演之角色:以購買高科技消費性產品為例
論文名稱(外文):The role of information structure in buying high-tech consumer products
指導教授:唐瓔璋唐瓔璋引用關係
指導教授(外文):Edwin Tang
學位類別:碩士
校院名稱:國立交通大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:英文
論文頁數:60
中文關鍵詞:資訊結構決策品質資訊過量資訊理論
外文關鍵詞:information structuredecision qualityinformation overloadinformation theory
相關次數:
  • 被引用被引用:0
  • 點閱點閱:169
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
隨著網路購物對高科技消費性電子產品的介紹越益複雜,消費者面臨更多更複雜的資訊環境。本文除了以資訊理論衡量資訊量外,並以線上購物的方式印證,在資訊過量環境下,資訊結構的三個主要構面對決策品質的影響。最後再加入對產品的熟悉程度作進一步的探討。結果證明傳統的資訊理論並不能對現實狀況做完整之解釋,行銷者若在廣告或網站上善用資訊結構的安排則更能對爭取顧客有進一步的優勢。
Today's consumers face richer information than ever before, they feel information overload and may make poorer and less effective decisions. In addition, marketers are excited about the potential of e-commerce and web-site advertisement to provide a great deal of information to customers at very low cost. In this information overload environment, my dissertation tries to use formal measure of information structure to verify the effect of three dimension of information structure purposed by Luire (2003). Besides, we take the effect of product familiarity into consideration to gain more understanding of information structure. The result shows the traditional conception of information structure cannot predict the choice of customer precisely. And our study suggest decreasing the number of alternatives and distributing attribute levels unequally across alternatives helps avoid information overload and leads to better decisions and increased psychological comfort for consumers.
CONTENT 5
LIST OF TABLES 7
LIST OF FIGURES 8
1. INTRODUCTION 9
1.1 INFORMATION OVERLOAD ENVIRONMENT 9
1.2 INFORMATION STRUCTURE 10
1.3 RESEARCH OBJECTIVES 11
2. LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT 12
2.1 MEASUREMENT OF INFORMATION 12
2.2 HYPOTHESIS 16
2.3 RESEARCH FRAMEWORK 21
3. RESEARCH METHODOLOGY 23
3.1 STIMULUS CREATION AND SCORE OF MP3 PLAYER 23
3.2 EXPERIMENT DESIGN OVERVIEW 23
3.3 INDEPENDENT VARIABLE 26
3.4 DEPENDENT VARIABLE 29
4. RESULTS 30
4.1 DEMOGRAPHIC CONSIDERATIONS 30
4.2 MANIPULATION CHECK 30
4.3 CORRECT CHOICE IN TRADITIONAL STRUCTURAL METHOD 32
4.4 CORRECT CHOICE IN MODERN STRUCTURAL METHOD 34
4.5 FAMILIARITY, USING FREQUENCY, AND KNOWLEDGE 37
4.6 SUBJECTIVE STATEMENT 39
5. DISCUSSION 42
5.1 GENERAL DISCUSSION AND CONCLUSION 42
5.2 IMPLICATION 43
5.3 RESEARCH LIMITATION 44
REFERENCE 46
APPENDIX A– MEASURE OF AMOUNT OF INFORMATION IN A CHOICE SET. 49
APPENDIX B1– SAMPLE STIMULUS MATRICES 50
APPENDIX B2– SAMPLE STIMULUS MATRICES 51
APPENDIX B3– SAMPLE STIMULUS MATRICES 53
APPENDIX B4– SAMPLE STIMULUS MATRICES 55
APPENDIX C– THE EXPERIMENT WEBPAGE 59
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