臺灣博碩士論文加值系統

消費者資訊搜尋為消費者行為領域中最重要的研究範疇之一。許多的研究發現，消費者倚重外部資訊更甚於內部資訊，且在外部資訊來源中，以非行銷者控制的人際資訊在消費者決策中具有特別的影響力。
中國人「民以食為天」，不論是報紙副刊有大版篇幅介紹美食何處去，也有HERE、Tapei Walker等類型之雜誌報導美食餐廳資訊，甚至是電視新聞也有相關報導，在網路上最重要的美食餐廳資訊來源即各大BBS站所開立的美食板，近期更有部落格之興起，為美食餐廳資訊來源更加豐富化。
本研究外部資訊搜尋模式為研究架構，以市場行家此種喜好蒐集市場資訊之人格特質為分析基礎，探討不同程度市場行家之美食餐廳網路資訊搜尋者，其人口特質為何；以及，不同程度的市場行家在美食餐廳網路資訊搜尋上是否有影響因素與搜尋行為上之差異；以及其影響因素與搜尋行為之關連。
經過網路問卷蒐集與統計資料分析，發現不同程度市場行家之美食餐廳網路資訊搜尋者在人口特質、搜尋影響因素與搜尋行為上皆有差異；在影響因素與搜尋行為之關聯也呈現差異結果。
最後，本文根據研究結論，提出網路口碑傳播之重要性，且建議餐飲業者應針對高低市場行家之美食餐廳網路資訊搜尋者於人口特質、影響因素與搜尋行為之不同，做不同餐廳資訊與廣告之更有效的來源配置，僅此以供業者未來擬定行銷策略之參考。

摘要 I
ABSTRACT II
目錄 III
表目錄 IV
圖目錄 VI
第一章 緒論 1
1.1 研究背景 1
1.2 研究目的 3
1.3 研究範圍 3
1.4 研究對象 3
1.5 研究架構 3
1.6 研究步驟 4
第二章文獻探討 5
2.1餐飲服務業之定義與概況 5
2.1.1 餐飲服務業的定義、分類與特性 5
2.1.2 餐飲業現況 8
2.2 消費者行為模式之資訊搜尋模式之定義 9
2.2.1 資訊搜尋之定義及其分類 10
2.2.2資訊搜尋之來源及其分類 11
2.2.3 衡量資訊搜尋的方法 16
2.2.4 外部資源蒐集之影響因素 18
2.3 資訊傳播理論 26
2.3.1 口碑傳播相關理論 27
2.3.2 參考團體 28
2.3.2.1 意見領袖 28
2.3.2.2 市場行家 29
2.3.2.3 早期採用者 33
第三章 研究方法 34
3.1 研究架構 34
3.2 研究假設 35
3.3 問卷設計 35
3.4 抽樣設計 41
3.5 資料分析方法 42
3.6 研究限制 46
第四章 資料分析與研究發現 47
4.1 樣本描述 47
4.2 美食餐廳外部資訊搜尋影響因子之因素分析 50
4.3 美食餐廳外部資訊搜尋影響因素在搜尋行為上之分析 56
4.4 外部資訊搜尋影響因素與搜尋行為之相關分析 64
第五章 研究結論與建議 69
5.1結論 69
5.2建議 75
5.3 後續研究建議 76
參考文獻 77

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