基于价格的消费者信息搜寻过程研究

Study on Information Search Behavior of Consumers Based on Price

消费者在购买商品之前,信息搜集是一个必不可少的阶段。消费者的信息搜集过程是比较复杂的。文章通过构建信息搜寻模型,并对影响信息搜集的因素进行分析,认为产品的价格是影响信息搜集量及其持续时间的主要因素,即消费者在购买高价商品时花费的时间远远大于购买低价商品所花费的时间,并用实例进行验证。

It is an essential part for consumers to gather infor mation before purchasing products. The process of information search of consumer s is complex. This paper establishes a model of information search that is influ enced by many factors and presents that the price of product is the main factor which affects the quantities and search duration during the process of gathering information. In other words, consumers engage in much more search for items wit h higher prices than for items with lower prices, and we test the view by a samp le.