| Summary: | 博士 === 國立中興大學 === 企業管理學系 === 87 === The consumer research on Internet is a necessary theme because of the rapid growth of usage of Internet recently. The highly interactive of Internet make Internet as a possible channel for consumers’ information search. So this study focus on the information search in Internet. In the reasons that there is no common consensus in the relationship between product knowledge and information search and few studies in the past keep their sights on the impact of hedonic values of information search on information search behavior, this study consider the impact of product knowledge and information search values on the amount of information search on Internet. After literature review and inference from obtained empirical evidence, this study separated the construct of knowledge into two sub-construct, objective knowledge and subjective knowledge and considering two dimensions of information search values-hedonic and utilitarian values. And to discuss the relations between these constructs and the amount of information search. The study use Email survey to collect data and the subjects are Bulletin Broad System users. From the results of the survey, it found that the impacts of objective knowledge and subjective knowledge on the amount of information search is quite different and the influent relationship would be different in different information channels. It also found that hedonic values had positive effects on the amount of information search while the impacts of utilitarian values on the amount of information search depended on the information channel. Suggestions are provided that the following studies may focus on developing the hedonic values scale, finger out the different effects of objective and subjective knowledge on information search behavior, explore the difference of information search behavior in various information channel, and to analysis the information channels’ hedonic and utilitarian contents.
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