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探讨行动商务中资讯过载及消费者决策之实验研究

【中文摘要】:智慧型手机日益普及,带动行动商务的热潮。行动商务无所不在的方便性,可让消费者随时随地从手机上获得产品资讯,或是其他消费者的口碑推荐,例如智慧型手机平台上的app商店,除了以图文介绍app本身还会加上顾客推荐分数与评语,协助使用者判断。然而,资讯并非越多越好,过多的商品资讯会导致资讯过载的现象,反而让消费者困扰而难以作决定。本研究旨在探讨行动商务提供的顾客评价推荐资讯,如何影响消费者产生资讯过载并进而影响其决策之主观感受。本研究採取2X2

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因子实验设计,以验证本研究提出之假设。两个因子分别是资讯品质(高、低)和资讯一致性(评分与评论方向一致及不一致)。
  本研究结果显示:(1) 高品质的评论比低品质的评论更容易造成消费者的资讯过载。(2) 资讯不一致比资讯一致更容易造成消费者的资讯过载。(3) 资讯过载和消费者的资讯需求有显着的正向影响。(4)资讯过载和

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消费者的决策满意度则并未有显着的负向影响。
  研究结果对于学术的贡献,本研究提出消费者在行动商务的情境中,其认知处理顾客推荐资讯的过程,如何产生资讯过载之解释。在实务的意涵上,以行动载具呈现顾客推荐资讯,应考虑消费者有限的认知资源,提供有效的销售资讯,以提升其购买之动机。此外,本研究并提出一些未来的研究方向,希望能提供学者们后续研究之客观参考。
【英文摘要】:The growing popularity of smart phones nowadays is one of the major drivers for the booming m-commerce sector. The ubiquity and convenience of m-commerce allow consume

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rs to obtain product information any time on their phones, in addition to word-of-mouth. For example, there are figures, photos, word descriptions and customers’ ratings with comments for each app sold on the app store. However, large amount of information is not necessarily helpful for consumers’ decision making because this may just cause information overload. This research is aimed to study how customer rating system causes information overload and further influences the subjective states for the decisions made. The research hypotheses are empirically tested by a 2X2 factorial experiment design, which presents the quality of customer comments (high or low) and the information consistency (between customer ratings and comments).
The results of this research show: (1) High-quality comments cause information overload more easily than low-quality comments do. (2) The information inconsistency causes information overload more easily than information consistency does. (3) Information overload and information need have notably positive influence on customers. (4) Information overload and customers’ decisions relatively have no particularly negative influence.
  The research results provide managerial implications for m-commerce managers when considering the customer information overload phenomenon. Besides, this study also proposes directions for future related studies.
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  • 来源:中山大学;作者:游思佳
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