二十世紀末期最大的革命就是網路的發明及應用，而電子商務也被認為將會改寫新的企業競爭模式。為了要更瞭解消費者在網路上的資訊搜尋行為，以提供適當的資訊及服務給消費者，我們必須以更微觀的方式去分析消費者的認知及行為。由於Payne等學者認為決策者在進行決策時必須考量正確度及心力之間的權衡關係，也就是決策者本身設定的目標不同，能力及環境上的限制不同，將會造成策略選擇上的差異。此外，社會認知理論主張環境（E）、個人（P）和行為（B）間有一種互動的關係，更在Bandura等學者的努力之下，發展出了一套適合去分析影響個人行為表現的理論模式，因此本研究將以社會認知理論的觀點出發，並結合心力與正確度的權衡模式，以微觀（micro-level）的觀點去探究網際網路上的商品（資訊）搜尋行為，並進一步去瞭解認知因素對於策略以及績效間的影響。本研究採用連續實驗觀察及問卷填寫的方式，去分析相同使用者在某些變數的影響之下，行為改變的情形。經過實驗與資料分析的結果，本研究提出以下幾點的研究發現：使用者過去的網路經驗、產品熟悉度及上次的搜尋表現，是影響使用者對於搜尋任務自我效能高低的重要因素。使用者的自我效能越高，將採用更多直覺型的搜尋策略，而更多直覺型的搜尋策略，往往會提高網路產品搜尋的績效。在給定的任務目標中，使用者對於目標的認同與自我效能、績效表現及策略選擇上，都沒有明顯的相關。在高網路經驗或是高任務熟悉度的受測者中，心力與正確度間呈現負相關，而在低網路經驗或是低任務熟悉度的受測者中，心力與正確度呈現正相關。在網路商品搜尋的活動中，搜尋的策略本身並沒有很明顯的心力與正確度權衡的現象，個體採用正確的直覺，並配合資訊科技的使用，將可以減少心力及提高決策正確性。經驗及學習效果會影響自我效能，也會影響策略本身心力與正確度的權衡關係模式。決策者的差異會影響策略的選擇，不同的決策者，適合不同的決策策略。

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目錄
第一章 導論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究問題與範圍 6
第五節 研究流程 7
第六節 論文架構 8

第二章 文獻探討 9
第一節 消費者行為 9
第二節 網路瀏覽與資訊搜尋行為 12
第三節 決策理論與搜尋策略 15
第四節 社會認知理論 29

第三章 研究模式、假說與設計 46
第一節 研究模式 46
第二節 研究假說 49
第三節 研究設計 53
第四節 實驗設計 59
第五節 問卷設計與變數衡量 62
第六節 心力與正確度的權衡 68
第七節 前測與試測 69

第四章 資料分析與討論 70
第一節 信度與效度 70
第二節 樣本基本資料描述與分析 72
第三節 網路搜尋行為模式分析與假說檢定 75
第四節 心力與正確度的權衡模式 78
第五節 搜尋策略相關議題 85
第六節 自我效能相關議題 91

第五章 結論與建議 101
第一節 研究發現 101
第二節 研究貢獻 106
第三節 研究限制與後續研究 107

參考文獻 110

附錄A 實驗基本資料問卷 119
附錄B 實驗問卷 121
附錄C 實驗系統操作介面 123
附錄D 統計分析資料 125

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