| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 93 === During the process of consumer’s purchase decision, it confirms a question first, and then launches information search, brand evaluation, store selection and purchase, product usage, satisfaction, handling, and motivation of purchase again respectively as an entire of decision frame. Hence, the result of information search affects some specific products whether is accepted by consumers. Information search behavior is to get the related information or message of the purpose of purchase in the environment that brings attention, consciousness, and diligent level as well as external information search is another important key for information search. Nevertheless, living type is consumer’s activity, comment, and interest that are the important influence factors for consumer’s behavior. Therefore, is there any significant relationship between different living type and external information search? It is a major research for this study.
The objective of questionnaires for the study relies on the people in Taipei area who buy host computers and include buying computers not in person. The total questionnaires are 400 copies that have retrieved 362 copies, which the rate of retrieve is 90.5%. This kind of samples and invalid samples has been deducted to avoid producing big errors because the computers have not bought or bought more than for two years for the research sample. Therefore, it has got 311 copies of effective questionnaire, which the efficient of questionnaire is 77.5％.
The result of study finds that different living type of consumers has different external information search behavior. To the result of study, it proposes the conclusion and suggestion.
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