進行購買前，多數消費者都會在網路上查詢相關的產品推薦。過往都是使用 Google 搜尋，但現在有新的工具 AI 搜尋。本研究欲探討這兩種搜尋方式與資訊滿意度的關係，並進而影響產品購買意向。本研究使用Hayes (2018 )年發展的Process Model 7調節式中介效果模型釐清對於使用者而言，哪一個搜尋方式所提供的資訊更他們滿意，這樣的滿意度是否會再影響後續的購買行為，以及透過推敲可能性模型探討購買涉入在這之中的調節效果。除此之外，本研究使用Hayes (2018 )年發展的ProcessModel6中介效果模型釐清IKEA效應如何讓使用者對資訊更滿意，及這樣的滿意度是否會再影響後續的購買行為。
研究結果表明，在低購買涉入的情境下，使用者對於 Google 搜尋對於更加滿意；而在高購買涉入的情境下， Google 搜尋和 AI 搜尋則沒有明顯差異。除此之外，若是將 AI 搜尋中的使用者控制感提升，能夠增加使用者的資訊滿意度並正向影響後續的購買意向。

Before making a purchase, many consumers turn to the internet for product recommendations. Traditionally, they have relied on Google Search, but new tools like AI Search are emerging. This study explores the relationship between these two search methods and information satisfaction, and how this satisfaction in turn influences product purchase intention.
Using the Process Model 7 moderated mediation model developed by Hayes (2018), the study investigates which search method provides users with more satisfying information and whether this satisfaction further influences subsequent purchasing behavior. The study also employs the Elaboration Likelihood Model to examine the moderating effect of purchase involvement on this relationship.
Additionally, the study utilizes the Process Model 6 mediation model developed by Hayes (2018) to elucidate how the IKEA effect enhances user information satisfaction and whether this satisfaction further impacts subsequent purchasing behavior.
The findings indicate that in low purchase involvement scenarios, users are more satisfied with Google Search. In high purchase involvement scenarios, however, there is no significant difference between Google Search and AI Search. Moreover, enhancing user perceived control over AI Search can increase user information satisfaction and positively influence subsequent purchase intention.

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