消费者搜寻信息努力与影响因素的实证研究──以广告媒体为中心

An Empirical Study on Consumers' Information Search Efforts and the Influencing Factors: Focusing on Ad-vertising Media

本研究结果表明,在被假设的广告媒体搜寻信息努力与五个影响因素之间的关系中,四个因素即搜寻态度(+)、自我卷入（+）、产品知识（-）、时间压力（-）与广告媒体搜寻信息努力之间有关系。而消费者感知风险与广告媒体搜寻信息努力之间没有关系。

The findings of this study confirm four of five hypothesized relationships between advertising search effort and the following variables ego involvement(+), prior-knowledge(-),attitudes toward searching(+),time pressure(-).the relationship between cognitive risk and advertising search effort was not significant.