網路改變人們生活，也增加了人們決策前資訊搜尋的一個管道。然而網路上資訊的提供量早超乎人們的負荷量，消費者如何在無邊無際的網路中搜尋資訊，以及網路此資訊媒介究竟使消費者資訊搜尋行為有何改變，乃本研究欲探討之主題。在所有產業中，旅遊業為目前電子商務應用較成功的產業，而國內旅遊有95%的國人採自助旅行的方式出遊，自助旅行已成為國人旅遊的趨勢，故本研究選擇以自助旅行此主題來觀察消費者在網路資訊搜尋行為。
本研究採用Schmidt & Spreng(1996)所提出資訊搜尋行為受「知覺風險」、「知覺效益」與「搜尋能力」三者影響的概念為主軸，再加上「個人特質」以探討其對網路資訊搜尋行為有何影響。透過網路問卷調查後，共蒐集1931份有效問卷，由因素分析後得到四個網路知覺效益因素，分別是「娛樂」、「容易用」、「資訊使用效率」以及「功能有用」；三個網路知覺風險因素，分別是「可信賴性與重要性」、「安全性」以及「時間風險」；五個旅遊知覺效益因素，分別是「愉悅」、「創新」、「功能」、「經濟」以及「標識」；六個旅遊知覺風險因素，分別是「金錢損失」、「行程不好」、「友誼受損」、「被人嘲笑」、「責任沉重」以及「不夠經濟」。
此外，本研究以集群分析將網路知覺效益、網路知覺風險、旅遊知覺效益與旅遊知覺風險有效區隔出多種知覺類型的自助旅行者，並由卡方檢定出不同知覺類型的自助旅行者的確在網路資訊搜尋行為上有顯著的不同。
另外，本研究亦驗證了個人特質確實對其網路資訊搜尋行為有顯著影響、旅遊同伴組合與自助旅行能力與經驗確實會影響自助旅行者對旅遊決策知覺、網路使用經驗及搜尋資訊能力與網路知覺效益力成正比，與網路知覺風險成反比。本研究亦觀察出自助旅行人口特質多半是教育程度良好且在所得都有一定的基礎的人。自助旅行者採用自助旅行方式之目的主要是為了獲得行程上的完全自主，省錢的反而是最後考慮的因素。

“Internet” not only change our life, also increase a source for information searching before we make decision. However, the quantity of information provided from internet surpass the capability of human. The purposes of the study were to discuss how consumers search information in internet, and how consumer information search behavior be different because of internet. Among all industry in Taiwan, tourism is the best industry in applying e-commence. Further, 95 percent people in Taiwan are backpackers, so backpacker is a trend of people traveling in Taiwan. As a result, the study choose backpacker as subject to observe consumer information search behavior in internet.
The study follows Schmidt & Spreng’s model which indicate that perceived risk, perceived benefit, and search ability are variables of information search behavior. Besides, personal character is also a variable of internet information search behavior. According to an on-lined survey at 2003 with 1931 valid samples, 4 factors of internet perceived benefits were extracted. They were “entertainment”, “ease of use”, “efficiency of using information”, and “useful”. The factors of internet perceived risk were ”credibility and significance”, “security”, and “time”. The factors of backpack perceived benefits were “cheerful”, “innovational”, “functional”, “economic” and “signal”. The factors of backpack perceived risk were “money loss”, “bad route of travel”, “damage to friendship”, “heavy duty” and “not economic”.
Many clusters were formed and they are significant different in information search behavior in internet according to chi-square test. The study result also shows that different personal character has different information search behavior in internet; Both “the composition of travel party” and “backpacker’s travel ability and experience” have influence on backpacker’s perception of travel; “the experience and ability of using internet” and “internet perceived benefit” are direct proposition, on the contrary, the experience and ability of using internet” and “internet perceived benefit” are inverse proposition; most of backpackers are good educated and have good income; the purpose of backpacker is mainly to get flexible route of travel, and the economic factor is the last important of all.

摘 要……………………….……………………………………………………….Ⅱ
目 錄……………………..…………………………………………………………Ⅵ
圖目錄………………………………………………………………………………..Ⅶ
表目錄………………………………………………………………………………..Ⅷ
第一章 緒論……………………………………………………………..……………1
第一節 研究背景與動機 ………………………………………..……………..1
第二節 研究目的…………………………………………………..……………3
第二章 文獻探討……………………………………………………..………………4
第一節 網路資訊搜尋行為……………………………………..………………4
第二節 知覺風險……………………………………………………..………..14
第三節 知覺效益……………………………………………………..………..19
第四節 自助旅行……………………………………………………..………..23
第三章 研究方法……………………………………………………..……………..28
第一節 研究架構……………………………………………………..………..28
第二節 研究假設……………………………………………………..………..29
第三節 變數之操作性定義與衡量…………………………………..………..30
第四節 問卷之設計與前測……………………………………………………32
第五節 抽樣方法……………………………………………………..………..44
第六節 分析方法……………………………………………………..………..46
第四章 分析……………………………………………………..…………………..48
第一節 樣本資料結構描述…………………………………………..………..48
第二節 自助旅行者「網路知覺效益」、「網路知覺風險」、「旅遊知覺
效益」、「旅遊知覺風險」之因素與特性分析……………………..53
第三節 網路資源知覺對網路資訊搜尋行為之差異性分析…………………73
第四節 對旅遊決策的知覺與網路資訊搜尋行為之差異性分析……………84
第五節 「網路資源知覺」及「對旅遊決策的知覺」與網路資訊搜
尋行為之差異性分析………………………………………………..95
第六節 個人特質對網路資訊搜尋行為之差異分析………………………..100
第七節 同伴組合對「旅遊知覺效益」及「旅遊知覺風險」之變異
數分析………………………………………………………………109
第八節 自助旅行者經驗與能力對「知覺效益」及「知覺風險」之
變異數分析…………………………………………………………114
第九節 小結…………………………………………………………………..119
第五章 結論與建議………………………………………………………………..124
第一節 研究發現與討論……………………………………………………..124
第二節 管理上的意涵………………………………………………………..126
第三節 研究限制與未來研究建議…………………………………………..128
參考文獻……………………………………………………………………………129
附錄一………………………………………………………………………………138
附錄二………………………………………………………………………………145

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