臺灣博碩士論文加值系統

網路購物推薦機制是能夠協助消費者在網路上進行購物的電子商務系統，在過去推薦機制與購後評估的研究中，發現消費者購買的產品差異會影響其使用推薦機制後的評估，但探討的構陎則以產品類型與產品複雜度的角度切入，而本研究提出品牌熟悉度的影響效果，討論消費者購買品牌熟悉度高低不同的產品時，推薦機制的使用與否以及使用類型上，是否影響消費者的購後評估，購後評估包括資訊搜尋時的認知成本、認知利益；決策時的認知成本、認知利益以及最後對於整體購物過程的滿意度。
而本研究採實驗法的方式進行，研究結果除了再次驗證了推薦機制能有效協助消費者進行購物之外，同時，亦證實品牌熟悉度的高低差異，會影響消費者資訊搜尋時的認知利益。研究進一步發現，當消費者購買非熟悉品牌的產品時，使用推薦機制進行購物者，其購後評估表現較為滿意，即表示儘管消費者在對於其想要購買的產品品牌不是很了解的情況之下，仍可透過推薦機制的輔助，得到令人滿意的購物結果；而當消費者選購高熟悉品牌的產品時，因擁有充足品牌知識，品牌為其帶來了足夠的搜尋與決策利益，而推薦機制則可以輔助其搜尋與決策上所需耗費的成本，並且提升整體購物滿意度。
然而，本研究並未發現推薦機制類型（補償性/非補償性決策模式）與品牌熟悉度之間具有顯著的交互作用，因此，推薦機制類型差異的效果，有待後續研究進一步檢視。

Recommendation Agents (RAs) are software agents which support consumers to search and to make decision when they purchase online. Reviewing the literatures of RAs, the causal relationship between product types and consumers’ evaluation has been testified by many researches. Product types are conducted by product category and product complexity. However, this study proposes that effect of brand familiarity on consumer decision outcome with the use of online shopping RAs and RA types would be a remarkable variable to be testified. Consumer decision outcome measured by perceived cost-benefit of information searching and decision making, and the satisfaction with whole shopping process.
This study conducted a experimental design and the RA effects resulted in decreasing shopping efforts and increasing decision quality. This results were consistent with the past researches. Besides, we discovered that brand familiarity did affect the perceived searching benefit. Moreover, in the condition of purchasing the products with low brand familiarity, consumers who purchased with RA led a better decision outcome than those who purchased products with high brand familiarity. It revealed that consumer with low brand familiarity to the products demanded for more shopping assistance from RA. On the contrary, although consumers with high brand familiarity to the products benefited from the knowledge associated with the brand and resulted in good performance of searching and decision making, they still needed the assistance with RA to decrease the information searching and decision making efforts.
However, this study had not discovered the interaction effects between brand familiarity and the RA types (WADD & EBA) and we left it behind for future research to discover its effects on consumers’ satisfaction evaluated by those who purchased products with different brand familiarity.

第一章、 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的與問題 3
第三節、 研究流程 4
第二章、 文獻探討 5
第一節、 網路購物推薦機制 5
一、 何謂網路購物推薦機制 5
二、 推薦機制的分類 5
三、 推薦機制的研究範疇 9
四、 推薦機制在消費決策過程中扮演的角色 10
第二節、 認知成本、認知利益與滿意度 11
一、 認知成本 11
二、 認知利益 11
三、 滿意度 12
第三節、 品牌 13
一、品牌意涵 13
二、品牌熟悉度 14
三、品牌熟悉度對消費者資訊處理過程之影響 15
四、品牌熟悉度對推薦機制類型使用之影響 19
第三章、 研究方法 23
第一節、研究架構 23
第二節、實驗設計 24
一、 實驗設計 24
二、實驗變數操弄 24
（1） 自變數 24
（2） 調節變數 28
（3） 依變數 31
三、實驗流程 32
第三節、資料分析方法 35
一、 描述性統計 35
二、 信度分析 35
三、 PEARSON相關係數 36
四、 多變量變異數分析:MANOVA 36
五、 單因子變異數分析: ANOVA 37
第四章、結果分析與討論 38
第一節、問卷回收與樣本描述 38
一、描述性統計 38
二、干擾排除 39
三、信度分析 39
第二節、假設檢定 40
一、依變數相關性檢定 40
二、假設檢定 41
第三節、小結 48
第五章、結論與建議 50
第一節、總結 50
一、推薦機制的購物輔助效用 50
二、品牌熟悉度的影響效果 50
三、推薦機制與品牌熟悉度 51
四、推薦機制類型與品牌熟悉度 52
第二節、研究貢獻 52
第三節、研究限制與未來研究建議 53
文獻參考 55
中文部分 55
英文部分 55
附錄一(網站製作說明) 60
附錄二(實驗問卷) 66
附錄三 滿意度調查問卷67

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