| Summary: | 碩士 === 東吳大學 === 資訊科學系 === 96 === Along with the rapid growth of the Internet, online information search has become a prevalent Internet activity. However, little research has addressed the factors and website features that influence website information search behavior. Therefore, this study aimed at the Internet users’ searching behavior, and further probed into users’ willingness of continuous websites use.
Based on the prior literature, a model was proposed and empirically tested to gain a better understanding on Internet users’ search behavior. The results showed that Internet user’s willingness to revisit was mainly influenced by his/her involvement and satisfaction toward the website, and these two factors were affected by website information quality, website interactivity, and hedonic value. Also, the research model was moderated by goal-directed and experiential behavior.
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