資訊控制度與動機強度對網路消費者決策之影響

Abstract

Due to the issues raised by the lemon market problem, the decision-making quality of consumers in e-commerce related research has become an important topic. Since the commercialization of the Internet, e-market practitioners have tried to provide consumers with information that fits their decision-making needs by leveraging this new technological power. One impressive characteristic of the Internet is that it has various degrees of information control. The purpose of this study is to understand this characteristic and how to leverage it to improve consumers’ decision-making quality. It is hypothesized that the degree of information control should match the degree of motivation to make good decisions in order to improve consumers’ decision-making quality. This is because high motivation consumers have a strong will to search for sufficient information to support their decisions when they are given high information control. Low motivation consumers on the other hand, are unwilling to spend time and effort searching for sufficient information. The research methodology of experiment was used to test the hypothesis and 145 student subjects were recruited to voluntarily participate in the experiment. The empirical results of this study show that high motivation consumers perform better in decision-making when given a high degree of information control, than when they are in the low information control condition. On the other hand, low motivation consumers in the low information control condition perform better than in the high control condition. The results of this research strongly support the match hypothesis of information control.