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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G1023560471 |
| Creators | 郭家瑋, Guo, Chia Wei |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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