吳玲玲臺灣大學：資訊管理學研究所黃瑋瑩Huang, Kelly W. Y.Kelly W. Y.Huang2007-11-262018-06-292007-11-262018-06-292006http://ntur.lib.ntu.edu.tw//handle/246246/54447With the universalized use of the Internet in today’s society, E-commerce is now not only an alternative for business ventures but a must-do for companies who wishes to bridge physical and time gaps and reaching out to all the potential consumers. It is thus crucial for E-commerce practitioners to know how to present the right information to the right consumers with the technological powers provided in the E-commerce environment. The purpose of this study is to see how different levels of information control can exert different impacts on consumers of different characteristics, in this case, consumers with different levels of decision self-efficacy, and to understand how to leverage the two factors in order to maximize consumer’s decision-making quality and decision satisfaction. In this study, it is hypothesized that the degree of information control should match with consumers’ level of decision self-efficacy in order for the e-commerce mechanisms to reach maximum effectiveness and improve consumer’s decision-making quality and satisfaction. Self-efficacy refers to “an individual’s belief about his or her ability to control a specific area” (Shapiro, 1215). Thus we believe consumers with high self-efficacy would expect higher degree of informational control in order to satisfy their needs for control. On the other hand, consumers with low self-efficacy feel they are less capable of controlling decision making tasks and thus should be matched with lower degree of information control in order to prevent anxiety and discomfort throughout the information search and decision making process.Contents 1. Introduction 1 1.1. Background 1 1.2. Objective 2 2. Literature Review 4 2.1. Consumer’s decision-making process 4 2.2. Match Theory, Self-Efficacy, and Information Control 5 2.3. Hypothesis 14 3. Methodology 16 3.1. Experimental Design and Subjects 16 3.1.1. Information Control 17 3.1.2. Decision self-efficacy 18 3.1.3. Decision-making quality 20 3.1.4. Decision Satisfaction 20 3.1.5. Information seeking behavior 21 3.2 Subjects 22 3.3 Materials 22 3.3.1. Knowledge test 22 3.3.2. Instruction for decision self-efficacy manipulation 23 3.3.3. Decision scenarios 23 3.3.4. Attribute evaluation form 23 3.3.5. Alternative-by-attribute matrix and video-taped decision making process 24 3.3.6. Questionnaires 25 3.4. Experimental Procedure 25 3.5. Analysis Method 27 4. Result and Discussion 28 4.1 Decision Self-Efficacy 28 4.2 Information Seeking Patterns 29 4.2.1. The frequency of total clicks 29 4.2.2. The frequency of random clicks 30 4.2.3. The frequency of continuous clicks 31 4.3. Decision Satisfaction 32 4.3.1. The effect of decision self-efficacy 33 4.3.2. The interactive effect of information control and decision self-efficacy 33 4.4. Decision-Making Quality 35 4.4.2. The interactive effect of information control and decision self-efficacy 37 5. Conclusion, Managerial Implications, Limitations 39 References 42 Appendix A Scenarios 46 Appendix B Two-Version Instructions for High and Low Self-Efficacy 50 Appendix C Questionnaires 52271272 bytesapplication/pdfen-US資訊控制度自我勝任感決策品質決策滿意度Information controlself-efficacydecision self-efficacydecision-makingdecision satisfactionotherhttp://ntur.lib.ntu.edu.tw/bitstream/246246/54447/1/ntu-95-R93725052-1.pdf