| Summary: | 碩士 === 中國文化大學 === 資訊傳播研究所 === 91 === In consumer buyer decision process, information search is an important stage. In recent years, due to the rapid-keen development of the Internet, more and more persons obtain the information through the website. But Hawkins, Best, and Coney (2001) point out the presence of the Internet is altering consumer information search in ways that are not yet fully understood. Moore and Lehmann''''s study(1980) shows the difference of lifestyle, will cause the difference of the information search quantity. Therefore, understanding the lifestyle of the object consumer, adopt information search behavior and influencing factors. That will be a help to the marketing policy to establish.
This study regards university students of Metro Taipei city and Taipei county who have purchased the cellular phone as the research object, collection data by questionnaire and convenience sampling. Questionnaire is distributed during November 1 to December 10. Finally, This study has collected 301 useful questionnaires. Statistical analyses were then applied to interpret collected data and test hypotheses of this study. Based on the analytic results, this study included that :
1. With the variables of lifestyle, participants could be categorized as three life-style groups: introverted-follow group, extroverted-leader group and middle-conservative group.
2. The college students of three different lifestyle groups have significant differences on number of brand searched, number of sources used, number of website browsed and number of store visited. Among three life-style groups, extroverted-leader group adopt comparative many information search behavior. Besides, in information source, extroverted-leader group and middle-conservative group often use Internet . introverted-follow group often adopt relatives’ and friends’ opinion ; In product attribute, first considered attribute is price, modeling is second attribute ; In brand, Searching maximum brand is Nokia , the next is Motorola ; In sequence of search, about 80 percent of college students who search by both store and internet , first seeking information by way of Internet/Website.
3. Enduring involovement, perceived risk, perceived benefits, subjective knowledge, choose uncertainty, experience, age, sex and college have influence on individual group’s information search behavior. Different measuring items of information search have different divinable variables.
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