| Summary: | 碩士 === 國立政治大學 === 企業管理研究所 === 102 === Recently, due to the rapid progression of the Internet, consumers get used to do information search on the internet before shopping; and the immense database on the internet facilitate more effective search. In this study we chose consumer involvement and need for cognition, as characters of consumer, to be the main variables. We would like to know that if the cost of information is diminished whether the relation between consumer involvement and need for cognition towards behaviors of information search and world-of-mouth communication would be changed while brand loyalty as a control variable. In this study we use convenience sampling and collect questionnaires on the internet; subjects should respond to their searching and sharing behaviors in computer and cleansing cream in sequence. We collect 200 questionnaires and found that：
Consumers’ willingness of extensive search will be positively impacted by consumer involvement among computer and cleansing cream. While the cost of information is diminished, in computer we found the stronger positive relation between consumer involvement and the will of extensive search. Consumers’ willingness of persistent search will be impact by consumer involvement among computer and cleansing cream. Consumers’ willingness of world-of-mouth communication will be positively impacted by consumer involvement among computer and cleansing cream. While the cost of information is diminished, in cleansing cream we found the stronger positive relation between consumer involvement and the willingness of world-of-mouth communication.
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