移动互联网背景下消费者搜索在线信息行为的实证分析

Empirical Research on Consumer Searching Behavior for Online Information

在线信息已经成为消费者了解产品的主要信息来源。以移动互联网为背景,将在线信息分为卖方主导信息、买方主导信息和第三方主导信息3类,研究不同类型在线信息对消费者感知的影响,构建了消费者搜索在线信息过程模型。研究表明,卖方主导信息能够最大程度上满足消费者的消费信息需求,买方主导信息被消费者用以判断卖方主导信息的风险性,而第三方主导信息则对买卖双方主导信息提供辅助判断作用。

Online information has been one of the main information sources before consumer behavior is conducted and it is separated into Buyer- oriented, seller- oriented and third- party information respectively, whose impacts on consumer cognition is discussed to set up the model of consumer online information searching behavior. Research showed that seller- oriented information would satisfy consumer＇s information demand to the most extent and Buyer- oriented was used to judge the risk of seller- oriented information, while third- party information provided supplementary judgment for the other two kinds of information.