This research is to probe the impacts of motives, time spent, and product knowledge on the brand evaluations from the perspective of Internet portal users. A comprehensive model is proposed to depict the multiple linkages among the constructs of interest. As students are the main market segment for the Internet business, undergraduate and graduate students from various faculties at Taiwan's universities were recruited as the research subjects. The survey was presented in a questionnaire format.
The research results indicate that each type of motives has different effects on product knowledge and time spent on the Internet. Both general and self-training motives have positive influences on product knowledge. However, recreation motive has a negative impact on the product knowledge. For the time spent on the Internet, general and recreation motives have similar results. The stronger the general or recreation motive, the longer the time spent on the Internet. In contrast, the stronger the self-training motive, the less the time spent on the Internet. The tested model also shows that self-training motive has positive relationships with service quality and brand attitude. In addition, longer time spent will lead to increases in product knowledge and satisfaction level.
Moreover, the findings indicate that product knowledge has a positive impact on service quality. High product knowledge people have a better idea how to compare the products by using functional attributes. Since service quality is considered one offactors for evaluating satisfaction level, there is a linkage between service quality and satisfaction. The relationship between these two variables is positive because consumers must be able to perceive positive service quality first in order to have high satisfaction level. Moreover, The relationship between satisfaction and brand attitude is positive. Consumers build their brand attitude through observation and experience. Overall satisfaction is definitely one of influential factors on brand attitude. To obtain trust from customers is one of the hardest thing for firms. Customers must be able to perceive good service quality before long-term commitment. The final construct of the conceptual framework is brand attitude, which is contingent on trust and satisfaction.
Internet portal business in Taiwan may not be a new industry for many people. However, the recent collapses on the e-Commerce industry prove that people still have a lot to learn, especially the consumer behaviors of Internet users. The research concludes that brand evaluations from consumers are in a network of causal relationships with constructs such as motives, time spent, and product knowledge.
| Identifer | oai:union.ndltd.org:CHENGCHI/A2002001536 |
| Creators | 魏秉慈, Wei, Ping-Tse |
| 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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