||“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.