Exploring The Relationship Between Consumer Self-Confidence And Information Commitments
| Autor: | Mai Thi Thanh Thuy, 梅氏清垂 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 The Internet has allowed people to conduct business, execute deals and finish transactions online, as an alternative to a lengthy commute. Thus, the demand of consumption information becomes increasingly higher to support the consumer making decision on their own when do shopping without leaving home. In order to understand the online search information behavior, a set of evaluative standards to assess the accuracy and usefulness of Web-based materials is proposed as a concept of Information commitments (ICs). In addition, this study argues that Consumer Self-Confidence (CSC) may be a factor related to ICs. Accordingly, the purpose of this study is to discover the ICs in consumption domain and investigate the CSC in online shopping environment. Moreover, examing the relationship between ICs and CSC is also conducted. Data collection was conducted through web-based as well as paper-base questionnaires to assessing ICs and CSC survey. 258 questionanaires were gathered from college students in Taiwan. Collected data were analyzed through LISREL 8.8. Findings of this study showed in three parts. Firstly, ICs in consumption domain, the results revealed that participants preferred to utilize “Content” to judge the usefulness of the information that they oriented to use search strategy “Elaboration” in verifying consumption information. They also emphasized to use “Multiple Sources” to evaluate the correctness of consumption information. Secondly, there were also found that participants were confidence in making decision as well as in protecting themselves in online environment, but they didn’t feel confidence in personal outcomes and social outcomes. Thirdly, the findings showed the relationship between ICs which consists four scales: “Elaboration” (EL), “Multiple Sources” (MS), “Authority” (AU), “Content” (CO) and CSC which includes six scales: “Information Acquisition” (IA), “Consideration Set Formation” (CSF), “Personal Outcomes” (PO), Social Outcomes” (SO), “Persuasion Knowledge” (PK), “Marketplace Interfaces” (MI). In details, EL was negatively related to CSF, PO, SO, PK, MI, and was not significant with IA. MS was positively related to IA, CSF, SO, PK, MI and was not significant with PO. AU was positively related to PO, SO, PK, MI, and was not significant to IA and CSF. CO was negatively related to CSF, SO, PK, MI and was not significant to IA and PO. Key words: Information Commitments, Consumer Self-Confidence, Structural Equation Model |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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