網頁如何影響資訊搜尋以及產品判斷｜國立清華大學博碩士論文庫

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研究生：	柳孟華 Meng-Hua Liu
論文名稱：	網頁如何影響資訊搜尋以及產品判斷 How Web Page Influences Information Search and Product Judgment
指導教授：	蕭中強 Chung-Chiang Hsiao
口試委員:
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 科技管理研究所 Institute of Technology Management
論文出版年：	2004
畢業學年度：	92
語文別：	英文
論文頁數：	59
中文關鍵詞：	產品判斷、從眾、涉入、專家程度、時間壓力、資訊搜尋
外文關鍵詞：	Product Judgment, Majority, Involvement, Expertise, Time Pressure, Information Search
相關次數：	點閱：2 下載：0
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當電子商務愈趨發達，也產生愈來愈多的線上交易。但是線上消費的環境和傳統的消費方式是有所差異的：現在的消費者不僅透過網際網路來評估產品，他們更可以透過不同的管道來進行產品判斷，譬如某些知名且受歡迎的網站提供產品評估和建議，例如：「CNet」、「PC Magazine」這些網站。經由這些網站，消費者獲取更多產品的介紹和使用者的意見。我們想要檢視消費環境的改變是否會造成消費者行為的改變，因為現在的消費者可以選擇他們在線上閱讀的資訊並決定要花多少時間尋找資訊。
我們採用「涉入」，「從眾性」和「專業性」來調節初始認知，我們的線上實驗檢視產品新手的資訊搜尋和產品判斷會和初始認知以及從眾性一致。對產品專家而言，將會和涉入程度有關。
本研究中發現初始認知對於產品專家在資訊搜尋和產品評估的影響大於新手。沒有時間壓力之下，人們會對正面的初始認知有更高的偏好。負面的多數性會讓人們去尋找更多的資訊來進行決策。

With EC industry is growing, more and more on-line shopping transaction take place. But the consumer behavior on on-line shopping is different from traditional shopping’s, consumers now evaluate products via internet, and they can judge product from different channel, e.g. some famous and popular “Review and Guide” web sites such as “C NET” and “PC Magazine”. From these review sites, consumer can get more product review and user’s comment. We would like to examine change in judgment environment may result in change in consumer behavior, because the consumers can choose what to read on-line and decide how much time to search information.
We adopt “involvement” and “expertise” to moderate the initial cognition, and our on-line experiment will examine that the information search and product judgment will tend to be consistent with initial cognition for novices. For experts, it will be moderated by the involvement.
In this study, we explore initial cognition influences expert more than novice on both information search and product evaluation. Under time pressure, people will have higher preference for positive initial cognition. Positive initial cognition vs. negative majority opinion makes people tend to seek more information to make decision.

Contents
1. INTRODUCTION    1
2. THEORETICAL BACKGROUND    2
2.1 Cognitive Dissonance    2
2.2 Elaboration Likelihood Model    3
2.3 Attitude change    4
3. RESEARCH MODEL    9
3.1 Model    9
3.2 Research Variables    11
3.3 Hypothesis    13
4    .RESEARCH METHOD    19
4.1 Experiment Design    19
4.2 Questionnaire Design    22
4.3 Analysis tool    24
5. RESULT AND DISCUSSION    25
5.1 Sample Structure Analysis    25
5.2 Effect analysis    25
5.3 General Discussion    45
6. CONTRIBUTIONS & UNIQUENESS    48
6.1 For Business    48
6.2 For Academic    48
7. LIMITATION TO THE STUDY    50
REFERENCES    51
APPENDIX    54
On-line Questionnaire    54
 Contents of Table

Table 4-1 Treatments of experiment    19
Table 4-2 The Percentage of subjects with different right answers    21
Table 4-3 Content of on-line questionnaire    22
Table 5-1 Main effect of Product Information    25
Table 5-2 Main Effect of Initial Cognition on Information Search for no time limitation experts    26
Table 5-3 Mean of Information Search for expert with unlimited process time.    26
Table 5-4 Main Effect of Initial Cognition on Information Search for experts with limited time    28
Table 5-5 Mean of Information Search for experts with limited time    28
Table 5-6 Main Effect of Initial Cognition on Information Search for Novices    30
Table 5-7 Mean of Information Search for Novices    30
Table 5-8 Main Effect of Majority    32
Table 5-9 Main Effect of Majority on Information Search for unlimited time experts    32
Table 5-10 Mean of Information Search for no time limitation Experts    32
Table 5-11 Main Effect of Majority on Information Search for experts with limited time.    34
Table 5-13 Main Effect of Majority on Information Search for novice    36
Table 5-14 Mean on Information Search for novice    36
Table 5-15 Effect on Product Evaluation for Novices with positive and negative Initial Cognition    38
Table 5-16 Mean of Product Evaluation for Novices with positive and negative Initial Cognition    39
Table 5-17 Effect on Product Evaluation for Experts who read positive product    40
Table 5-18 Effect on Product Evaluation for Experts who read positive product    40
Table 5-19 Test Result for Hypotheses    47
 Contents of Figure

Figure 3-1 Research Model    10
Figure 5-1 Positive looking time as a Function of expert with no limited time for varying levels of Initial Cognition    27
Figure 5-2 Negative looking time as a Function of expert with no limited time for varying levels of Initial Cognition    27
Figure 5-3 Positive looking time as a Function of expert with limited time for varying levels of Initial Cognition    29
Figure 5-4 Negative looking time as a Function of expert with limited time for varying levels of Initial Cognition    29
Figure 5-5 Positive looking time as a Function of novice for varying levels of Initial Cognition    31
Figure 5-6 Negative looking time as a Function of novice for varying levels of Initial Cognition    31
Figure 5-7 Positive looking time as a Function of expert with no limited time for varying levels of Majority    33
Figure 5-8 Negative looking time as a Function of expert with no limited time for varying levels of Majority    33
Table 5-12 Mean of Information Search for expert with limited time    35
Figure 5-9 Positive looking time as a Function of expert with limited time for varying levels of Majority    35
Figure 5-10 Negative looking time as a Function of expert with limited time for varying levels of Majority    36
Figure 5-11 Positive looking time as a Function of novice for varying levels of Majority    37
Figure 5-12 Negative looking time as a Function of novice for varying levels of Majority    37
Figure 5-13 Product Evaluation as a Function of novice with positive and negative Initial Cognition    39
Figure 5-14 Product Evaluation as a Function of expert with positive and negative Initial Cognition    40
Figure 5-15 Product Evaluation as a Function of Product Information    42
Figure 5-16 Negative looking time as a Function of expertise for varying levels of product Information    42
Figure 5-17 Positive looking time as a function of expertise for varying levels of product Information    43
Figure 5-18 Interaction of Time pressure by Majority    44
Figure 5-19 Product Evaluation as a function of interaction for product Information and Time pressure    46
Figure A-1 Instruction for no time limitation    54
Figure A-2 Instruction for time limitation    55
Figure A-3 Positive Initial cognition webpage    55
Figure A-4 Neutral Initial cognition webpage    56
Figure A-5 Negative Initial cognition webpage    56
Figure A-6 Screen for Positive Majority    57
Figure A-7 Screen for Neutral Majority    57
Figure A-8 Screen for Negative Majority    58
Figure A-9 Screen for Product Evaluation    58
Figure A-10 Screen for Individual Data    59
Figure A-11 Screen for Notebook Test    59

                                

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