資訊搜尋、消費情境、從眾行為與購後認知失調之探討

The Study of Information Search, Consumption Situation, Conformity Behavior and Post-Purchase Cognitive Dissonance

隨著消費者對服務品質要求的提升，產品服務提供者為了鞏固客源，對消費者消費過程之行為，有必要深入探討。本研究因此透過問卷調查法，以瞭解消費者消費過程中之資訊搜尋、消費情境、從眾行為與購後認知失調之看法。研究以美容美髮服務消費者為研究對象，採便利抽樣方式進行問卷調查，共計有效回收有效問卷556份，回收之資料以信度分析、效度分析、敘述性統計、獨立樣本t檢定和單因素變異數分析等統計方法進行分析。 研究結果顯示，在資訊搜尋方面，不同的性別、年齡、職業與消費金額，有顯著差異；在消費情境方面，不同的性別、職業與消費金額，有顯著差異；在從眾行為方面，不同的消費金額，有顯著差異；在購後認知失調方面，不同的職業有顯著差異。

As consumers' demand for service quality increases, it is necessary for product and service providers to investigate the behavior of consumers in the consumption process in order to consolidate their customer base. Therefore, this study uses a questionnaire survey to understand consumers' perceptions of information search, consumption situation, conformity behavior, post-purchase cognitive dissonance in the consumption process. A total of 556 valid questionnaires were collected and analyzed by means of reliability analysis, validity analysis, narrative statistics, independent sample t-testing, and one-way analysis of variance. The results of the study showed that there were significant differences in information search by gender, age, occupation, and consumption amount; in consumption situation, there were significant differences by gender, occupation, and consumption amount; in conformity behavior, there were significant differences by consumption amount; and in post-purchase cognitive dissonance, there were significant differences by occupation.