应急产品消费者信息搜索行为研究

A Study on Information Search Behavior for Emergency Products Consumer

借鉴消费者行为研究的相关成果,并基于情报学等相关学科中的信息搜索行为理论模型,结合应急产品的特性,以消费者个人特征、消费者对应急产品知识的了解程度、不同应急产品固有特征、应急产品消费者对目标产品信息的需求偏好、应急产品消费者风险感知、应急产品消费者购买应急产品的卷入程度以及消费者购买经验等7个因素作为切入点,来研究影响应急产品消费者信息搜索行为的因素。结果显示:消费者购买应急产品获取信息的主要来源是个人来源;其信息搜索行为主要受个人特征、产品特征、风险感知影响,而产品知识、信息需求、购买经验和卷入程度影响不大;消费者偏向于简洁有效的产品信息,他们会因信息超载而无法作出合理的购买决策。

The paper studied the influencing factors of information search behavior for emergency products consumer, drew lessons from the related results in the study of consumer behavior based on the information search behavior of information science and other related disciplines theory model, thought for the characteristics of emergency products and took the individual consumers＇ understanding of the characteristics, the knowledge about emergency product, natural characteristics of different emergency products, emergency products consumers demand preference of the target product information, consumers＇ risk perception, involvement level of emergency products consumers and emergency product consuming experience as a breakthrough point. The result showed as following： the individual was the main information source for consumers to buy the emergency products; the information search behavior was more influenced by personal characteristics, product characteristics, risk perception than product knowledge, information requirements, purchasing experience, and involvement level; consumer preferred for concise and effective product information while they will be unable to make reasonable purchase decisions due to information overload.