The Study of the Antecedents of the Online Shopping Information Search Behavior of Consumers: An Empirical Study of Yahoo Clothing Auction

• Main Authors: Yu-Tzu Chang, 張育慈
• Other Authors: Wen-Hai Chih
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/72971524635044363500

碩士 === 國立東華大學 === 企業管理學系 === 99 === The Internet that is convenient tool provides rich information to modern society. How to rehance the customer behavior to use Internet search information, enhancing the probability of online shoppers arrival to search the products therefore increase the success rate of online products transaction, adding the business scope of online shopper, is the primary issue for online shops. In academia there are few studies of information search behavior of online shop. This study has discussed the online information search behavior of online shopper by combining the perceived value theory and individual factors to completely describe the shopper’s online information search intention and behavior. The study result provides reference to the online shop and follow-up researchers. The sample size of this survey included 457 valid responses. This study applied structural equation model (SEM) to analyze the data and test hypotheses. According to the analysis of data, this study comes to the following findings: (1) All hypotheses in this study are supported. (2) Research theories and models are supported. (3) The higher perceived value results in higher online information search intention. (4) The relationship of shopping motivation and online information search intention is enhanced by the mediator factor of online shopping attitude. (5) The relationship of individual factors (shopping motivation and online shopping attitude) and online information search behavior is enhanced by the mediator factor of online information search intention.