臺灣博碩士論文加值系統

This study investigates consumers’ evaluation and credibility on online and offline information sources towards to search and experience products. The result of a web based survey showed that there is no significant difference between search and experience products on online and offline media when consumers evaluating or purchasing products. Also it was found that consumers search more about search products online and purchase than experience products. Offline information sources such as “Visiting the retail stores or discussing with sales representatives” is still important for both product types.

Abstract I
Chapter 1 Introduction 1
1.1 Background 1
1.2 Research problem 3
1.2.1 Research questions 3
1.2.2 Purpose of the study 3
Chapter 2 Literature review 4
2.1 Product Category 4
2.1.1 Search product 5
2.1.2 Experience product 5
2.1.3 Credence product 6
2.2 Credibility 7
2.2.1 Source credibility 7
2.2.2 Media and the credibility 9
Chapter 3 Methodology 12
3.1 Research design 12
3.1.1 Research process 14
3.2 Pre test 14
3.3 Data collection 15
3.4 Measures and Questionnaire 16
Chapter 4 Result 17
4.1 Descriptive statistics 17
4.1.1 Consumer purchase behavior 17
4.1.2 Importance of information sources 20
4.2 One way analysis of Variance (ANOVA) 21
Chapter 5 Conclusion and Suggestions 23
5.1 Research summary 23
5.2 Research limitations 23
Bibliography 24
Appendix A Questionnaire 32
List of Tables
Table 4.1 The goods considered being purchased 18
Table 4.2 The goods purchased 18
Table 4.3 The information searched online 19
Table 4.4 The goods purchased online 19
Table 4.5 Importance of difference information sources towards search and experience products 21
Table 4.6 ANOVA for online information sources towards search and experience goods 22
Table 4.7 ANOVA for traditional media sources towards search and experience goods 22
List of Figures
Figure 3.1 Theoretical framework 13
Figure 3.2 Search Qualities 14
Figure 3.3 Experience Qualities 15

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