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| 研究生： |
郭家瑋 Guo, Chia Wei |
|---|---|
| 論文名稱： |
購買前搜尋與持續性搜尋對購買後認知失調的影響 Investigating the Effect of Pre-Purchase Search and Ongoing Search on Post-Purchase Dissonance |
| 指導教授： |
管郁君
Huang, Eugenia |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 資訊管理學系 Department of Management Information System |
| 論文出版年： | 2015 |
| 畢業學年度： | 103 |
| 語文別： | 英文 |
| 論文頁數： | 72 |
| 中文關鍵詞： | 消費者產品知識 、資訊搜尋 、持續性搜尋 、購買前搜尋 、購買後搜尋 、購買後認知失調 |
| 外文關鍵詞： | consumer product knowledge, information search, ongoing search, pre-purchase search, post-purchase search, post-purchase dissonance |
| 相關次數： | 點閱：46 下載：22 |
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本研究旨在了解不同類型的資訊搜尋對購買後的心理狀態的影響。首先，我們探討消費者的產品知識如何影響他們的搜尋量，包括線下購買前搜尋、線上購買前搜尋和持續性搜尋，再來探討這些搜尋行為如何影響消費者的購買後認知失調。本研究共收集了542份有效問卷，我們使用PLS結構方程模型來驗證研究模型。研究結果顯示，消費者產品知識對線下購買前搜尋、線上購買前搜尋和持續性搜尋有正向影響，對購買後認知失調有負向影響。在三種類型的搜尋中，只有線上購買前搜尋對購買後認知失調有負向影響。購買後搜尋對購買後失認知調亦有負向影響。對消費者搜尋行為以及消費者搜尋後心理狀態感興趣的研究者們，期望本研究的發現能為他們未來的研究帶來啟發與幫助。
This study aimed to understand how different types of information search influences consumers’ post-purchase mental state. First we investigated how consumers’ product knowledge influence their amount of information search, including offline pre-purchase search, online pre-purchase search, and ongoing search. Then we investigate how these searching behaviours influence consumers’ post-purchase dissonance. Total of 542 valid online questionnaires were collected and PLS structural equation model was used to verify our research model. The result showed that consumer product knowledge had positive influence on offline pre-purchase search, online pre-purchase search, ongoing search, and had negative influence toward post-purchase dissonance. Among three types of information search, only online pre-purchase search had negative influence on post-purchase dissonance. Post-purchase search also had negative influence on post-purchase dissonance. For those who are interesting in consumers’ searching behaviours and post-search state of mind, these findings could be referenced in their future research.
INDEX
1 INTRODUCTION 9
1.1 Background and Motivation 9
1.2 Research Objectives 11
1.3 Research Questions 12
2 LITERATURE REVIEW 13
2.1 Consumer’s Product Knowledge 13
2.1.1 Types of product class knowledge 13
2.1.2 Prior product knowledge and information search 14
2.1.3 Negative knowledge-search relationship 14
2.1.4 Positive knowledge-search relationship 15
2.1.5 The inverted-U shaped knowledge-search relationship 16
2.2 Information Search 17
2.2.1 External and internal information search 17
2.2.2 Pre-purchase search 17
2.2.3 Ongoing search 18
2.2.4 Differences between pre-purchase search and ongoing search 19
2.3 Buyer Regret and Cognitive Dissonance 20
2.3.1 Buyer regret 20
2.3.2 Cognitive dissonance 21
2.4 Post-purchase search 22
3 METHODOLOGY 24
3.1 Research model 24
3.2 Hypotheses 24
3.3 Questionnaire Design 30
3.3.1 Product studied 30
3.4 Operational Definitions 31
3.4.1 Consumers’ product knowledge 31
3.4.2 Pre-purchase search 33
3.4.3 Ongoing search 34
3.4.4 Post-purchase dissonance and post-purchase search 35
3.5 Pretesting 38
3.5.1 Testing Results of KMO and Bartlett's test 39
3.5.2 Factor analysis and total variance explained 40
4 STATISTICAL ANALYSIS AND HYPOTHESES TESTING 42
4.1 Data Collection 42
4.2 Sample Structure Analysis 42
4.3 Reliability and Validity Testing 45
4.3.1 Factor analysis, KMO, Bartlett's test and total variance explained 45
4.4 Measurement Model Analysis 49
4.5 Structural Model Analysis 53
4.6 Results of Hypothesis Testing 55
4.7 Discussions 60
4.7.1 Influence of consumers’ product knowledge on post-purchase dissonance 60
4.7.2 Influence of consumers’ product knowledge on online pre-purchase, offline pre-purchase, and ongoing search 60
4.7.3 Influence of online pre-purchase, offline pre-purchase, and ongoing search on post-purchase dissonance 61
4.7.4 Moderating effect of post-purchase search on post-purchase dissonance and its antecedents 61
5 CONCLUSION AND SUGGESTIONS 63
5.1 Conclusion 63
5.2 Limitations and Future Research 64
Appendix 65
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