「搜尋」還是「導覽」？ 目標與體驗動機對網路拍賣介面的滿意度分析 ───以 Yahoo!奇摩拍賣為例
Searching or Browsing? Measuring the Utilitarian and Hedonic Motivations for Consumer Satisfaction: Take Yahoo! Shopping for example
In recent years, online shopping has already become a potential trend in online market. With the different shopping goals, consumers might have two kinds of motivations--- utilitarian and hedonic, when they are shopping online. Therefore, this study attempts to investigate online consumers’ motivations and satisfaction when they are using online shopping’s interface. That is to say, this paper aims to unveil whether utilitarian shopper and hedonic shoppers get the different levels of satisfaction when they are searching and browsing Yahoo! shopping separately. This study was conducted in online experiment. The result shows that users who have utilitarian motivation are inclined to use searching engine to find products; while users who have hedonic motivation have similar inclination in using search engine and browsing system.