大学生对网路美食资讯搜寻决策研究 .doc

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大学生对网路美食资讯搜寻决策研究

大學生對網路美食資訊搜尋決策研究 楊愛施* 蕭坤育** *Ai-Shih Yang **Kun-Yu Xiao *建國科技大學 觀光系 助理教授 **建國科技大學 觀光系學生 摘要 隨著我國上網人口的增加,網際網路在現代人生活中所佔的比例愈來愈重,同時成為許多人搜尋資訊的重要管道。近年來,國內有關消費行為研究相當盛行,對於資訊搜尋與消費決策也有諸多的探討,尤其這幾年網路的普及更帶動了網路資訊搜尋等議題,針對美食業卻甚少涉及。 本研究將針對網路美食美食本研究不少在下消費決策前會先上網瀏覽相關資訊。網路口碑的傳播更是快速左右消費者的決策過程。美食美食A Study on University Students Online Information Search Behavior For Fine Food Abstract The Internet has become a very important tool in the modern life and a useful channel for people to find information. In recent years, the domestic studies about consumer behavior had been prevailing. Information search and consumer decision are also been discussed very often. Especially these years, the popularization of the Internet drives the topics of Internet information search, but fine food has seldom been involved. The main purpose of this study was to explore the fine food information seekers’ searching behavior, especially the search process and needs of university students on the Internet as well as their consumer decision. The instrument was questionnaire. A total of 200 samples were distributed, and 189 were retrieved. The rate of retrieve was 95% analyze. The research reveals that when looking for new and exciting food products, university students tended to surf the Internet for hours or even days to find the information. A major conclusion is that university student’s search fine food information via the Internet and their derived information behavior has been motivated. By consumer behavior modes, we can learn that collecting effective information will help consumers judge during the process of consumer decision. Besides, abundant information on the Internet offers consumers a choice of searching direction. In addition, word-of-mouth via the Internet has more and more effect on consumers purchase decision making. In sum, the findings of this research were provided not merely to be helpful for other researchers who will perhaps conduct further similar research but also to be cap

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