消费者感知搜索成本降低的影响因素及其结果

Consumer Perception of Search Costs Reduction:Antecedents and Consequence

在双源渠道环境下,消费者对搜索成本的感知明显区别于单渠道环境下消费者对搜索成本的感知,同时,电子渠道和传统渠道并存时,消费者的信息搭便车行为难以避免。通过实证的方法探索和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,搜索便利性、渠道多样化及搜索成本的降低能够促成消费者的信息搭便车行为。最后,基于实证结果对信息搭便车行为提出预防性策略。

The consumer perception of search costs in the dual-channel environment is significantly different from the consumer perception of search costs in the single-channel environment,while the coexistence of electronic channels and traditional channels,consumers＇ information-based free-riding behavior is difficult to avoid.This paper attempts to explore and analyze the factors of the consumer perception of search costs reduction by an empirical way,and preliminarily discuss 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,personal product knowledge and channel diversification have positive influences on the consumer perception of search costs reduction;at the same time,the search convenience,channel diversification and search costs reduction can contribute to consumers＇ information-based free-riding behavior.Finally,we present four preventive strategies of free-riding behavior based on the empirical results.