社會科學院: 經濟學研究所指導教授: 黃貞穎; 朱建達陳紅霓Chen, Hung-NiHung-NiChen2017-03-032018-06-282017-03-032018-06-282016http://ntur.lib.ntu.edu.tw//handle/246246/275245在經濟理論中，搜尋成本⼀般視為消費者獲得產品資訊所需要付出 的成本。然而，在現今社會中，網路資訊⼗分發達，獲取資訊的成本 已⼤為下降，取而代之的則是將資訊分類、整理所需耗費的認知資源 與機會成本。因此，有別於傳統，本研究探討以耗費時間衡量消費者 的搜尋成本，並且利用線上折價券市場的購買行為估計此成本。本研 究發現，女性消費者的搜尋成本低於男性，而年齡較高的消費者搜尋 成本也較低。此外，在週日與週間以及一天中的不同時間內，消費者 的搜尋成本皆有所差異。Search cost has been perceived as the monetary cost of acquisition of price information. In this paper, we provide an alternative to evaluate search cost. We believe that time spent on search reveals not only the opportunity cost, but also the cognitive cost. We present empirical analysis on search behavior with on-line coupon shopping data, and estimate search cost in terms of time. We find gender and age differences in the distribution of search cost. Our result suggests that females have lower search cost than that of males, and search costs decreases in age. Weekday and hourly effects are also confirmed in our research. We observe last minute effect and incorporate effects related to consumers’ risk preference as well.1332742 bytesapplication/pdf論文公開時間: 2021/7/25論文使用權限: 同意有償授權(權利金給回饋學校)搜尋成本網路消費行為Consumer SearchSearch CostOnlineCouponthesis10.6342/NTU201600764http://ntur.lib.ntu.edu.tw/bitstream/246246/275245/1/ntu-105-R02323036-1.pdf