在线渠道消费者知识和感知对信息搜索效果的影响研究

A Study of Online Knowledge and Perceived Utility on Search Performance

信息是消费者做品牌选择和购买决策的基础,研究消费者的信息行为具有较高的理论和实际意义,因此这一领域在传统渠道下的研究由来已久。而随着互联网的发展,越来越多的人成为网民,网络改变了人们的生活方式,带来了巨大的信息承载量和全新的信息获取方式。本文研究的是在线渠道这一新的信息媒介中,消费者信息搜索效果的影响因素。尝试提出消费者在线信息搜索效果的结构方程模型,并用实证的方法检验模型结果:在线渠道下消费者的知识水平决定了在线信息搜索质量,而消费者对在线信息的感知效用决定了在线信息搜索数量,因此它们共同影响了消费者的在线搜索效果。

Information is the foundation of consumer brand choice and purchase decision. There is a high theoretical and practical value in studying consumer's information behavior,thus it has a long research history in this field. With the development of the internet,more and more people are using it in daily lives,and it has changed people's patterns of life a lot,brought giant information and a new way of information acquisition. This study aims at finding out the factors that influence consumer's information search effect in online circumstances,suggests the structured equation model of online information search effect,and tests the conclusion of the model in an empirical research. The conclusion is that consumer's online knowledge level determines their search quality,and perceived utility of consumer's online information search determines search amount,both of which are the main factors that influence consumer online information search effect.