每位消費者都希望在購買產品和服務前，透過口碑搜尋以獲取心中認為值得 的產品和服務來滿足個人需求並降低購買風險。旅遊為經驗品，消費者相較搜尋品 較依賴以獲取口碑以判別產品內容。網路的普及使消費者的搜尋行為從線下帶到線 上，因此規劃自助旅遊前，消費者將進行網路口碑之搜尋。由於消費者的決策行為 會與網路口碑的內容、消費者經驗及熟悉度相關。本研究以放聲思考法進行實驗， 探討擁有自助旅行經驗，對日本熟悉程度高及對香港熟悉程度低的消費者將如何利 用網路分別進行旅遊規劃之搜尋行為，並以 EKB 消費者決策程序模式作為決策行為 的基礎，觀察對旅遊地熟悉程度不一的消費者之搜尋行為之異同。本研究發現，在 對旅遊地具高及低熟悉度的情況下，對網路口碑—元素組合有相同期望，但有不同 資訊搜尋偏好—高熟悉度偏好主題性內容;低熟悉度則偏好綜合性內容介紹。另外， 高低熟悉度有著不同的搜尋決策模式。

Every consumer wants to obtain word-of-mouth (WOM) in order to lower the purchasing risks before buying products and services. According to product classification in the economics literature, in the pre-purchasing phase, tourism is an experience good, where consumers rely more heavily on collecting WOM related to experience goods rather than that related to search goods. The popularity of the internet has taken search behavior from an offline context to an online context, where consumers conduct online searches when making their travel plans. The purpose of this research is to explore the online search behavior of consumers engaged in travel planning who have a low level of familiarity with Hong Kong and a high level of familiarity with Japan to observe the similarities and differences in their search behavior based on the differences in their degree of familiarity with the location. In this study, the think-aloud protocol was used as the methodology. The study results showed the same expectations for e-WOM elements but different search preferences for participants who have different levels of familiarity with a destination. A general destination introduction was provided to the low familiarity group, and a thematic introduction was provided to the high familiarity group. The model for searching and decision-making for low and high levels of familiarity were found to be different.

Axsom, D., Yates, S., & Chaiken, S. (1987). Audience response as a heuristic cue in persuasion. Journal of Personality and social psychology, 53(1), 30 %@ 1939- 1315.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40 %@ 1094-9968.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16 %@ 1537-5277.
Brush, T. H., & Artz, K. W. (1999). Toward a contingent resource‐based theory: the impact of information asymmetry on the value of capabilities in veterinary medicine. Strategic Management Journal, 20(3), 223-250 %@ 0143-2095.
Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. The Journal of law and economics, 16(1), 67-88 %@ 0022-2186.
Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisements. Journal of Consumer Research, 10(1), 45-61 %@ 1537-5277. Eppler, M. J., & Mengis, J. (2004). The concept of information overload: A review of literature from organization science, accounting, marketing, MIS, and related disciplines. The information society, 20(5), 325-344 %@ 0197-2243.
Furse, D. H., Punj, G. N., & Stewart, D. W. (1984). A typology of individual search strategies among purchasers of new automobiles. Journal of Consumer Research, 10(4), 417-431 %@ 1537-5277.
Granovetter, M. S. (1977). The strength of weak ties. In Social networks (pp. 347-367): Elsevier.
Greer, J. D. (2003). Evaluating the credibility of online information: A test of source and advertising influence. Mass Communication and Society, 6(1), 11-28 %@ 1520-5436.
Gursoy, D. (2001). DEVELOPMENT OF A TRAVELERS'INFORMATION SEARCH BEHAVIOR MODEL. Virginia Tech,
Gursoy, D., & McCleary, K. W. (2004). AN INTEGRATIVE MODEL OF TOURISTS’INFORMATION SEARCH BEHAVIOR. Annals of tourism research, 31(2), 353-373 %@ 0160-7383.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word- of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52 %@ 1094-9968.
Jacoby, J., Chestnut, R. W., Weigl, K. C., & Fisher, W. (1976). Pre-purchase information acquisition: Description of a process methodology, research paradigm, and pilot investigation. ACR North American Advances. Retrieved from http://acrwebsite.org/volumes/9283/volumes/v03/NA-03
Johnson, E. J., & Russo, J. E. (1984). Product familiarity and learning new information. Journal of Consumer Research, 11(1), 542-550 %@ 1537-5277.
Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology & marketing, 25(2), 146- 178 %@ 0742-6046.
Kisielius, J., & Sternthal, B. (1984). Detecting and explaining vividness effects in attitudinal judgments. Journal of marketing research, 21(1), 54-64 %@ 0022-2437. Kozak, M. (2001). Repeaters' behavior at two distinct destinations. Annals of tourism research, 28(3), 784-807 %@ 0160-7383.
Lee, W., & Gretzel, U. (2012). Designing persuasive destination websites: A mental imagery processing perspective. Tourism management, 33(5), 1270-1280 %@ 0261-5177.
Moore, W. L., & Lehmann, D. R. (1980). Individual differences in search behavior for a nondurable. Journal of Consumer Research, 7(3), 296-307 %@ 1537-5277. Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(2), 311-329 %@ 0022-3808.
Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of the academy of marketing science, 25(4), 329 %@ 0092-0703.
Schindler, R. M., & Bickart, B. (2005). Published word of mouth: Referable, consumer-generated information on the Internet. Online consumer psychology: Understanding and influencing consumer behavior in the virtual world, 32, 35-61.
Sharifpour, M., Walters, G., Ritchie, B. W., & Winter, C. (2014). Investigating the role of prior knowledge in tourist decision making: A structural equation model of risk perceptions and information search. Journal of Travel Research, 53(3), 307-322 %@ 0047-2875.
Shih, M., Ambady, N., Richeson, J. A., Fujita, K., & Gray, H. M. (2002). Stereotype performance boosts: the impact of self-relevance and the manner of stereotype activation. Journal of Personality and social psychology, 83(3), 638 %@ 1939- 1315.
Srull, T. K. (1983). The role of prior knowledge in the acquisition, retention, and use of new information. ACR North American Advances. Retrieved from http://acrwebsite.org/volumes/6183/volumes/v10/NA-10
Walters, G., Sparks, B., & Herington, C. (2007). The effectiveness of print advertising stimuli in evoking elaborate consumption visions for potential travelers. Journal of Travel Research, 46(1), 24-34 %@ 0047-2875.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22 %@ 0022-2429.
王遵智. (2004). 網路口碑中個人專業與關係強度對購買決策的影響──以電子郵件為例. 國立臺灣科技大學企業管理系碩士論文，台北市. Retrieved from 取自https://hdl.handle.net/11296/8s7yu7
白滌清. (2012). 消費者行為. 488 頁(華泰文化事業股份有限公司 ).