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研究生:柯書婷
研究生(外文):Ko, Shu Ting
論文名稱:資訊呈現模式對個人化推薦代理人滿意度之影響:認知需求與決策複雜度之調節效果
論文名稱(外文):The Impact of Information Format on Consumer Satisfaction with Personalized Recommendation Agents: The Moderating Effects of Need for Cognition and Decision Complexity
指導教授:陳佳誼陳佳誼引用關係
指導教授(外文):Chen, chia yi
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:企業管理系所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:111
中文關鍵詞:資訊呈現模式認知需求個人化推薦代理人
外文關鍵詞:Information FormatNeed for CognitionPersonalized Recommendation Agents
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在電子商務的時代,推薦代理人被企業廣泛的使用,用以推斷消費者的產品偏好,並據此提供個人化的推薦。過往有關個人化推薦代理人之研究大多關注其如何有效地促進消費者之決策制訂,鮮少有研究探討產品資訊呈現會如何影響消費者對於個人化推薦代理人的態度。為彌補此研究缺口,本研究主張產品資訊如何呈現(屬性基礎或選擇基礎)會影響消費者對於個人化推薦代理人系統的滿意度與使用態度;此外,個體的認知需求與決策複雜度會調節資訊呈現模式與推薦代理人系統使用滿意度之間關係。為驗證研究假說,本研究進行了一個2(資訊呈現模式:選擇基礎vs.屬性基礎)×2(認知需求:高認知需求vs.低認知需求)×2(決策複雜度:高複雜度vs.低複雜度)之實驗設計。結果顯示,在低決策複雜度的條件下,無論消費者認知需求程度的高低,資訊呈現模式對於網站個人化推薦整體評價並不會有明顯的影響。然而在高決策複雜度的條件下,高認知需求的消費者對於屬性基礎的資訊呈現比選擇基礎的資訊呈現有較佳的評價;反之,低認知需求的消費者對於選擇基礎的資訊呈現模式比屬性基礎的資訊呈現模式有較佳的評價。基於此發現,本研究建議推薦代理人系統的資訊呈現模式應根據消費者認知需求程度及決策複雜度的不同,提供個人化的資訊呈現模式,藉以提高消費者的滿意度。
In the era of e-commerce, the recommendation agents are widely used by firms to deduce the consumer preferences for products and make personalized recommendations accordingly. Previous research on personalized recommendation agents focused on its effectiveness in facilitating consumer decision making. Little attention has been given to explore whether the format of personalized product information influences consumer attitude toward the recommendation agents. In order to close this research gap, the current study proposes that how product information is presented (attribute-based or alternative-based) has an impact on customer satisfaction with personalized recommendation agents. Additionally, the relationship between information format and customer satisfaction is moderated by consumer’s need for cognition and decision complexity. To examined formulated hypotheses, a 2(information format: attribute-based versus alternative-based)×2(decision complexity: high versus low)×2(need for cognition: high versus low) experimental design was employed. The results indicated that regardless consumer’s level of need for cognition, information format has no significant impact on consumer satisfaction with personalized recommendation agents when decision complexity is low. However, in the condition of high decision complex, high need-for-cognition individuals are more satisfied with attribute-based information format than alternative-based one. In contrast, consumers in low need for cognition show higher satisfaction with alternative-based than attribute-based information format when the decision is highly complex. Based on these findings, this study suggests that the recommendation agents should provide personalized information format according to consumer’s need for cognition and decision complexity in order to enhance customer satisfaction.
第壹章 緒論 - 1 -
第一節 研究背景與動機 - 1 -
第二節 研究目的 - 5 -
第三節 研究流程 - 7 -
第貳章 文獻探討 - 8 -
第一節 個人化 - 8 -
第二節 推薦代理人 - 18 -
第三節 資訊處理模式 - 25 -
第四節 認知需求 - 31 -
第參章 研究方法 - 39 -
第一節 研究架構 - 39 -
第二節 變數操弄 - 43 -
第三節 變數衡量 - 46 -
第四節 實驗程序 - 51 -
第肆章 資料分析與結果 - 56 -
第一節 人口統計變數 - 56 -
第二節 信度分析 - 59 -
第三節 統計分析與假說驗證 - 63 -
第伍章 結論與建議 - 76 -
第一節 研究結論 - 76 -
第二節 理論貢獻與管理意涵 - 80 -
第三節 研究限制 - 84 -
第四節 未來研究建議 - 85 -
參考文獻 - 86 -
附錄 - 92 -
作者簡介 - 111 -

中文文獻
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吳凱雯 (2000) 利用資料挖掘技術提供網際網路使用者個人化服務,靜宜大學資訊管理研究所碩士論文。
林于淵 (2005) 以主題地圖為基礎的推薦代理人系統. 國立台灣科技大學自動化及控制研究所碩士論文。
林鴻銘、吳毓君 (2010) 所有權對廣告勸服的影響,行銷評論 7(2), 139-159。
施能仁、劉可德、施永裕 (2000) 個人化技術應用於網路書店,社會科教育研究 Vol.5, 227-250。
高泉豐 (1994) 認知需求的概念與測量,中華心理學刊 Vol. 36, 1-20。
梁書豪 (2000) 旅遊代理人以協商之方式推薦旅遊行程, 國立清華大學資訊工程學研究所碩士論文。
許凱榮 (2000) 消費者之涉入程度, 認知需求對購買決策之影響-以行動電話系統門號為例,國立交通大學經營管理研究所碩士論文。
陳志豪 (2007) 個人化DM的廣告效果,國立中山大學傳播管理研究所碩士論文。
游朝富 (2007) 個人化電子DM的產品推薦效果-以親密感為中介變項,國立中山大學資訊管理學系碩士論文。
黃銳堂 (2009) 支援知識型推薦之互動式代理人系統-以電子小說推薦者系統為例,逢甲大學資訊工程學研究所碩士論文。
詹志宏 (2007) 推薦方式與產品特性對消費者購買線上推薦產品意願之影響,靜宜大學資訊管理學系研究所碩士論文。
劉佳蒨 (2010) 網路消費者經驗組合廣告效果之研究:以認知需求、刺激尋求為干擾變數,臺北科技大學商業自動化與管理研究所學位論文。
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