臺灣博碩士論文加值系統

　　網路的引入不僅大大改變了消費者尋求的訊息，而且改變了訊息的獲取方式。如商店之間的價格比較以及產品屬性等類型之訊息，在網路上變得更容易搜尋，因此消費者能更大程度上利用這些訊息做決策。消費者不僅利用網路蒐集資訊，亦會至實體通路找尋產品訊息。本研究目的在於探討產品類別、搜尋頻率、性別與知覺風險等因素，分別在整合線上與整合線下資訊搜尋行為中的關聯性以及影響程度。
　　根據文獻探討，本研究將產品類以功能型與娛樂型劃分、搜尋頻率區分為高頻率與低頻率消費者、性別差異，知覺風險則為符合線上線下皆面臨之風險，僅採用財物、功能、心裡、社會風險與行為進行分析。透過網路問卷蒐集樣本，本研究採用滾雪球抽樣，回收有效樣本516份。
　　研究結果顯示，當消費者由線上資訊整合線下資訊時，並不因購買功能型或娛樂型產品而有不同的資訊搜尋強度，但在整合線上資訊中，消費者在購買功能型產品時的資訊搜尋強度明顯高於購買娛樂型產品；次之，在整合線下資訊時，高頻率搜尋者與低頻率搜尋者的資訊搜尋強度並無差異，但在整合線上資訊中，能發現高頻率搜尋者的資訊搜尋強度高於低頻率搜尋者；此外在性別方面，對於整合線下資訊男性與女性並無資訊搜尋強度上的不同，反觀在整合線上資訊中，研究發現女性的資訊搜尋強度明顯高於男性許多。總結來說，本研究中的三項因素在整合線下資訊行為中並無強度的不同，但在整合線上資訊時有顯著的差異行為。另外知覺風險不論在線上或線下行為中，當功能風險越高，消費者越會搜尋產品資訊；財務風險越高，消費者則越會對產品進行比價。

　　The introduction of the internet not only changes the information that the customer searches for, but also changes the way of information searching. For instance, it is very easy to get the information that the compared price between two stores and the product attribute on the internet. Therefore, the customer can use these information to make a strategy. The customer not only get the information from the internet, but also goes to the physical store to get the product information. The research purpose is to explore the factor of the product type, the search frequency, the gender and the perceived risk, and their relevance and impact in the integration of online and offline information search behavior.
　　According to the literature review, the study divided the product into the utilitarian product and the hedonic product. The search frequency is divided into the high frequency customer and the infrequency customer and gender difference. The perceived risk fits the online and the offline risk. Study divided the perceived risk into the financial risk, the functional risk. The study used the snowball sampling to analyze, and we got 516 valid samples.
　　The result showed that when the customer integrates the online information and the offline information, there is no difference of information searching strength between the utilitarian product and the hedonic product. However, the information searching strength of the utilitarian product purchasing is higher than the hedonic product for the online information integration. Furthermore, there is no difference of information searching strength between the high frequency searcher and the low frequency searcher for the offline information. However, the information searching strength of high frequency searcher is better than the low frequency searcher. Furthermore, the male and the female do not have the difference on the information searching strength for the offline information. For the online information, the study showed that the searching information strength of the female is higher than the male. Finally, the three factors for the strength of the offline information do not have the difference. However, the online information does have the difference. No matter where is the perceived risk on the offline or online, the function has more risk, the customer will do more information searching of the product. When the financial risk is high, the customer will compare the price between products.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究流程 4
第二章　文獻探討 5
第一節　資訊搜尋行為 5
第二節　產品類型 11
第三節　搜尋頻率 17
第四節　性別 19
第五節　知覺風險 21
第三章　研究方法 24
第一節　研究架構 24
第二節　研究假設與推論 25
第三節　研究變數定義與衡量 28
第四節　問卷設計 32
第四章　研究分析與結果 34
第一節　基本資料分析 34
第二節　信度分析 36
第三節　研究假設分析 37
第四節　假設結果 48
第五章　結論與建議 49
第一節　研究結論 49
第二節　行銷管理意涵 51
第三節　研究限制與未來建議 52
參考文獻 53
附錄 64

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二、中文文獻
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