独立与依赖:消费者自我构建类型与网上信息搜寻行为

随着互联网的迅速发展,网上购物越来越受到人们的欢迎,而且网购前的网上信息搜寻行为已经成为购物决策的必须要环节。个体的自我构建是一种理解和认识自我的方式,这种对于自我的认知会影响其信息处理模式及产品选择等行为方式。本文在对自我构建理论及消费者行为学领域相关文献作系统梳理的基础上,以在校大学生群体为对象进行实证研究。首先,分析样本群体的自我构建类型(独立型自我或依赖型自我)及分布情况;其次,检验网上信息搜寻行为9种影响因素对不同自我构建类型个体影响的差异;最后,分析不同自我构建类型个体对网上信息搜寻的产品类型、产品信息和信息源利用三个方面的基本情况,并针对企业开展差异化和精细化网络营销策略提出建议。

With the rapid development of the Internet, online shopping has become more and more popular and online information search behavior has also become a necessary part of shopping decisions before online shopping. The individual self-construction is a way to understand and recognize oneself. The individual self-awareness will affect his behavior, information processing mode and product selection. Based on the theory of self-construction and systematic reviews of relevant literatures in the field of consumer behaviors, this paper makes an empirical study on the group of college students. Firstly, it analyzes the types of self-construction （independent self or dependent self） of sample population and distribution, tests the different effects of individuals with different types of self-construal results from 9 kinds of influencing factors of online information search behaviors, and then analyzes the basic situation about the use of product types, product information and information source searching by the Internet coming from individuals with different types of self-construction, and finally, makes suggestions for enterprises to develop differentiated marketing strategies and precise marketing strategies.