吳玲玲臺灣大學：資訊管理學研究所林佳燕Lin, Jia-YanJia-YanLin2007-11-262018-06-292007-11-262018-06-292005http://ntur.lib.ntu.edu.tw//handle/246246/54217Due 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.1. Introduction 1 1.1. Background 1 1.2. Objectives 2 2. Literature review 3 2.1. Consumers’ Decision-making Process 3 2.1.1. Information search 4 2.1.2. Information evaluation 6 2.2. Users’ Motivation for Making Good Decisions 7 2.2.1. The effects of motivation on information seeking behavior 7 2.2.2. Motivation manipulation 9 2.3. Information Control 10 2.4. Hypotheses 17 2.4.1. The effects of motivation on information search 17 2.4.2. The effects of information control and motivation on decision-making quality …………………………………………………………………………...17 3. Methodology 19 3.1. Experimental Design 19 3.1.1. Information control 20 3.1.2. Motivation for making good decisions 21 3.1.3. Decision-making quality 24 3.1.4. Information seeking behavior 28 3.2. Subjects 29 3.3. Materials 29 3.3.1. Knowledge test 30 3.3.2. Instructions for manipulating motivation 30 3.3.3. Decision scenario 30 3.3.4. Attribute evaluation form 31 3.3.5. Alternative-by-attribute matrix and the video-taped information seeking process …………………………………………………………………………...32 3.4. Experimental Procedure 32 3.5. Analysis Method 34 4. Result and Discussion 35 4.1. The Evaluation of Attribute Importance 35 4.2. Motivation 38 4.3. Information Seeking Patterns 39 4.3.1. The frequency of total clicks 40 4.3.2. The frequency of random clicks 41 4.3.3. The frequency of continuous click 43 4.3.4. The length of continuous click 44 4.4. Decision-Making Quality 46 4.4.1. The effect of motivation 47 4.4.2. The effect of the interaction between information control and motivation …………………………………………………………………………...47 4.5. Other Findings 51 5. Conclusion, Managerial Implications, Limitations, and Future Work 53 References 56 Appendix A Story in each Scenario 61 Appendix B The Average Evaluation Scores between High, Low Motivation group and Experts in Pilot Test 67 Appendix C Two-Version Instructions for High and Low Motivation 70 Appendix D Transparent Alternative-by-Attribute Matrix with Total Product Quality Scores 73 Appendix E The Web Pages in the Experimental Website 78 Appendix F Expertise Test 96 Appendix G The Error Term and its Degree of Freedom 991404220 bytesapplication/pdfen-US決策資訊控制度資訊搜尋動機Decision makinginformation controlinformation seekingmotivationotherhttp://ntur.lib.ntu.edu.tw/bitstream/246246/54217/1/ntu-94-R92725045-1.pdf