社会化媒体环境下消费者旅游信息搜寻行为模式

Consumers' Travel Information Seeking Patterns under Social Media Environment

在综合考虑信息搜寻行为的主体、客体、环境和搜寻活动本身要素的基础上,运用二阶聚类方法对问卷调查数据进行分析,归纳了社会化媒体环境下消费者旅游信息搜寻的行为模式,并分析了各类型行为模式的不同特征,以及不同行为模式的共同规律。可以为企业或社会化媒体平台准确把握消费者的信息搜寻行为特征,完善系统功能提供理论指导。

On the base of considering four information seeking behavior elements, the subject, object, en-vironment and search activity itself, this paper summarizes consumers＇ travel information seeking pat-terns under social media environment and the feature of each pattern by two-level clustering of the ques-tionnaire data, and analyzed the common law of different patterns, which provides theoretical guidance forthe enterprises and social media platforms to grasp the characteristics of consumers＇ information seekingbehavior, as well as improve the function of information system.