臺灣博碩士論文加值系統

網路的出現影響人類生活甚劇，人們搜尋資訊、知識傳遞的方式都隨之有了革命性的轉變。然而人類無法消化過度的資訊，反而會因接收過多的資訊感到焦躁不安，產生資訊焦慮。因應此現象，推薦機制(Recommendation Agents)的出現幫助了人類蒐集、處理、分析資訊，並幫助消費者做出最佳決策。根據成本效益法則和認知價值差異模式，本研究欲探討使用推薦機制對於消費者是否有明顯的助益，並探討消費者對產品的專業程度，與其使用不同決策模式的推薦機制，是否有顯著差異。


本研究採用實驗室實驗法，以「數位相機」作為受測者在實驗情境中要購買的產品，在同一個實驗室下，請受測者連上本研究所設置的虛擬購物網站，並隨機指派受測者使用不同決策模式的推薦機制，在網站上挑選一台欲購買的數位相機，實驗結束後請受測者填寫專業度測量問卷及滿意度問卷，共回收有效樣本問卷169份，使用獨立樣本T檢定分析。

研究結果發現，使用推薦機制確實能有效幫助消費者在資訊蒐集過程、決策過程中，降低其認知成本與提升其認知利益，且有效提升整體購買過程的滿意度。而消費者對產品專業程度的高低，是否影響其對決策模式不同之推薦機制的使用滿意度，本研究結果發現，專家型消費者偏好補償性決策模式之推薦機制，使用其滿意度較高，而新手型消費者雖然偏好非補償性決策模式之機制，但不如專家型消費者對推薦機制的偏好有明顯的顯著性。

The impact of the Internet is enormous. Not only has the Internet revolutionized the way we search for information but also the way we obtain knowledge. However, such a huge amount of information not only results in information overloading but also makes people feel anxious. Thus, recommendation agents are available on line to assist human in gathering, processing, and analyzing information. It helps consumers make the best decisions.

Based on cost benefit theory and the value percept diversity model, this study investigates the underlying mechanism that makes consumers feel satisfied with the use of recommendation agents. Besides, the participants were classified as either expert or novice consumers to investigate the relationship between consumer’s expertise and RA. With the digital camera as product placement material and students in CCU as target respondents, laboratory experiment was used to find out the above relationship. There are 169 valid samples, and by Independent-sample T-test to analyze and test the hypotheses, and the conclusions are as follows：

1. Using RA has a significant effect on decreasing the
perceived cost of the
information search process and decision-making process.
2. Using RA has a significant effect on increasing the
perceived benefit of
the information search process and decision-making
process.
3. Using RA has the positive relationship between the
consumers’
satisfaction. People who use RA feel more satisfied
than those who not.
4. The experts and novices have a different preference
type of RA.

第一章 緒論
第一節 研究背景與動機.............................1
第二節 研究目的...................................4
第三節 研究流程...................................4

第二章 文獻探討
第一節 消費者決策過程.............................6
第二節 成本效益法則與認知價值差異模式.............9
第三節 滿意度....................................10
第四節 消費者類型—專家型消費者與新手型消費者....11
第五節 推薦機制..................................13
第六節 推薦機制與消費者的交互作用................16
第七節 研究假設..................................16

第三章 研究方法
第一節 研究架構..................................21
第二節 研究變數定義與衡量........................22
第三節 研究設計..................................24
第四節 資料分析方法..............................36

第四章 研究結果分析
第一節 問卷回收與樣本結構........................38
第二節 正式問卷信度分析..........................39
第三節 資料分析..................................40
第四節 分析結果彙整..............................54

第五章 結論與建議
第一節 研究結論..................................58
第二節 研究貢獻..................................61
第三節 研究限制與未來研究建議....................61

參考文獻..........................................63

附錄
附錄一、數位相機專業度測量問卷....................68
附錄二、滿意度測量問卷............................69

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