影響消費者線上搜尋前因之研究

The Empirical Study of Antecedents on Online Information Searching

資訊搜尋為消費者購買決策的重要階段。然而，過去探討消費者行為有關線上資訊搜尋（information searching）的研究當中，大多數研究僅提出命題（proposition），並未將命題進行驗證。是故，本研究欲針對消費者的線上資訊搜尋行為進行實證的分析與討論，本研究係探討影響消費者線上資訊搜尋的因素，並以結構方程模式驗證研究架構內各潛在變數間的因果關係。研究結果發現欲引起消費者線上資訊搜尋的意圖，必須先激起消費者線上搜尋的動機，而知覺利益、知覺成本、搜尋能力與涉入程度亦透過搜尋動機影響線上搜尋。

Information searching is the important step on processes of customer purchasing decision. In the past, however, the majority of research related information searching merely proposes the propositions and build the hypothesis model that lacked for empirical testing. Therefore, this study would carry out empirical testing on consumer online information searching. This study is to investigate the factor influenced the intention of consumer online information searching, and then to test those relationship through structural equation modeling. The result suggests that motivation is the key effect on online information searching, and is the mediator for perceived benefit, perceived cost, ability to search and involvement.