資訊控制度及自我勝任感在網路消費環境下對消費者決策品質與滿意度的影響

Abstract

With the universalized use of the Internet in today’s society, E-commerce is now not only an alternative for business ventures but a must-do for companies who wishes to bridge physical and time gaps and reaching out to all the potential consumers. It is thus crucial for E-commerce practitioners to know how to present the right information to the right consumers with the technological powers provided in the E-commerce environment. The purpose of this study is to see how different levels of information control can exert different impacts on consumers of different characteristics, in this case, consumers with different levels of decision self-efficacy, and to understand how to leverage the two factors in order to maximize consumer’s decision-making quality and decision satisfaction. In this study, it is hypothesized that the degree of information control should match with consumers’ level of decision self-efficacy in order for the e-commerce mechanisms to reach maximum effectiveness and improve consumer’s decision-making quality and satisfaction. Self-efficacy refers to “an individual’s belief about his or her ability to control a specific area” (Shapiro, 1215). Thus we believe consumers with high self-efficacy would expect higher degree of informational control in order to satisfy their needs for control. On the other hand, consumers with low self-efficacy feel they are less capable of controlling decision making tasks and thus should be matched with lower degree of information control in order to prevent anxiety and discomfort throughout the information search and decision making process.