消费者感知搜索成本降低与信息搭便车行为关系的实证研究

Empirical Study on Relationship Between Consumer Perception of Search Costs Reduction and Information-based Free-riding Behavior

通过实证方法分析消费者感知搜索成本降低的影响因素,并在双源渠道环境下初步探讨消费者的信息搭便车行为与搜索成本之间的关系。研究结果表明,搜索便利性、卖方努力、个人产品知识及渠道多样化会对消费者感知搜索成本降低产生正的影响;同时,搜索成本的降低能够促成消费者的信息搭便车行为。

This paper attempts to analyze the factors of the consumer perception of search costs reduction by an empirical way, and preliminarily discusses the relationship between consumers＇ information-based free-riding behavior and search costs in the dual-channel environment. The results show that the search convenience, seller efforts, positive influences on the consumer perception of search costs reduction; consumers＇ information-based free-riding behavior. personal product knowledge and channel diversification have at the same time, search costs reduction can contribute to