External Information Search and Consumer Satisfaction

• Main Author: 劉侑蕙
• Other Authors: 葉凱莉
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/73965843925684409997

碩士 === 國立彰化師範大學 === 商業教育學系 === 91 === Information search could reduce consumers’ uncertainty and perceived risk in decision process (Blackwell, Miniard & Engel, 2001). Their uncertainty came from discrepancy between pre-purchase expectation and post-purchase satisfaction. Therefore, information search played an important role to reduce discrepancy both. In other words, a rational consumer could decrease decision risk by information search. No matter consumers satisfy or not pre-consumption, they will change their search behavior? So it is worth to investigate the relation between information search and consumer satisfaction. The purpose of this study intends to investigate the relation between external information search and consumer satisfaction. Data are obtained through questionnaire. The Hierarchical regression model, path analysis, paired sample t-test are applied in this study. The findings reveal that age, education, region, involvement, experience and knowledge, shopping attitude and expectably benefit significantly affect external information search. External information search exist significantly positive direct effect to consumers satisfaction, but consumers satisfaction exist significantly negative direct effect for the second time information search. And pre-information search exist positive direct effect to post-information search. There are significant difference between pre and post search content and brand.