臺灣博碩士論文加值系統

Information search behavior has been a very important issue in academic and marketing area. The concept has been discussed extensively in previous studies, especially in marketing area. To understand consumers’ search behavior is critical to firm’s strategy in marketing. The relationships between search behavior and factors which affect search behavior were discussed extensively previously.
Information search behavior was discussed in previous studies in off-line context initially. After the appearance of the Web, discuss of information search behavior was transmitted to online context, and the number of factors also increased. The change of environment will take research of information search into the different situation. Thus, there are more and more studies focus on different contexts and different factors to discuss information search behavior. The appearance of Web 2.0 changed online environment, and users’ behavior also changed. The new technologies of the Web make users’ behavior change, and users can do something which is unavailable before. And these behaviors make Web 2.0 to be produced.
The purpose of this study is to revisit information search behavior in the new context of Web 2.0. The four factors were chose to estimate the relationships between them and information search intention. These relationships can reveal the important effect on information search behavior via the Web 2.0 websites. This study used survey and some analyses to estimate the relationships. The results showed that search skill and the benefit of search users perceive are positively related to information search intention via Web 2.0 websites. However, search experience and the risk of search users perceive are insignificantly related to information search intention.

Information search behavior has been a very important issue in academic and marketing area. The concept has been discussed extensively in previous studies, especially in marketing area. To understand consumers’ search behavior is critical to firm’s strategy in marketing. The relationships between search behavior and factors which affect search behavior were discussed extensively previously.
Information search behavior was discussed in previous studies in off-line context initially. After the appearance of the Web, discuss of information search behavior was transmitted to online context, and the number of factors also increased. The change of environment will take research of information search into the different situation. Thus, there are more and more studies focus on different contexts and different factors to discuss information search behavior. The appearance of Web 2.0 changed online environment, and users’ behavior also changed. The new technologies of the Web make users’ behavior change, and users can do something which is unavailable before. And these behaviors make Web 2.0 to be produced.
The purpose of this study is to revisit information search behavior in the new context of Web 2.0. The four factors were chose to estimate the relationships between them and information search intention. These relationships can reveal the important effect on information search behavior via the Web 2.0 websites. This study used survey and some analyses to estimate the relationships. The results showed that search skill and the benefit of search users perceive are positively related to information search intention via Web 2.0 websites. However, search experience and the risk of search users perceive are insignificantly related to information search intention.

ABSTRACT.............................................. i
Acknowledgement....................................... ii
Table of Contents..................................... iii
List of Figures....................................... v
List of Tables........................................ v
Chapter Ⅰ Introduction............................... 1
Research Background................................... 1
Importance of This Study.............................. 6
The Objectives of This Study.......................... 7
Chapter Ⅱ Literature Review.......................... 9
The Introduce of Web 2.0.............................. 9
The Theory of Planned Behavior........................ 14
The Framework and Hypothesis.......................... 19
Chapter Ⅲ Methodology................................ 28
Sample and Data Collection............................ 28
Research Design....................................... 28
Measures.............................................. 30
Measure Validation Procedures......................... 32
Pretest............................................... 32
Analysis method....................................... 35
Chapter Ⅳ Data Analysis and Result Discussion........ 37
Sample Description ....................................37
Reliability Test (α) and Validity Test................ 37
Correlation Analysis.................................. 45
Analysis Result....................................... 47
Structural Model...................................... 47
Hypothesis Test....................................... 48
Chapter Ⅴ Conclusion and Discussion.................. 51
Conclusion and Discussion............................. 51
Managerial Implication................................ 57
Limitations and Future Research....................... 59
List of Reference..................................... 61
Appendix 1: Questionnaire Survey in English........... 70
Appendix 2: Questionnaire Survey in Chinese........... 74

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