移动互联网O2O模式下消费者信息搜寻行为研究

Customer Information Search Behavior in Mobile-Internet-based O2O Mode

[目的/意义]移动互联网O2O模式下消费者的信息搜寻行为表现出情境复杂化、时间碎片化、渠道多元化等特征,而传统的信息搜寻行为模型对此缺乏足够的解释力。[方法/过程]在梳理相关文献的基础上,结合对移动O2O用户的访谈调查,构建了移动互联网O2O模式下消费者信息搜寻行为模型,并从个体特征、任务特征、情境因素、系统因素、成本与风险感知5个方面对其影响因素进行了探索性研究。[结果/结论]研究有助于理解移动O2O模式下消费者的信息需求及其信息搜寻行为的特征与规律,为改进移动O2O平台性能与系统设计进而提升用户体验提供依据。

[Purpose/significance] Customers＇ information search behavior in the Mobile-Internet-based O2O mode shows the characteristics of situation complication,time fragmentation and channel diversification,which cannot be fully explained by the traditional information search behavior model. [Method/process] Based on the analysis of relevant theoretical literatures and the indepth interviews with mobile O2O users,this paper constructs a model of consumer information search behavior in the Mobile-Internet-based O2O mode,and then explores the influencing factors from individual characteristics,task characteristics,contextual factors,system factors,and cost and risk perception. [Result/conclusion] The paper helps understand the characteristics and rules of information demand and information search behaviors of mobile O2O customers,which can provide the basis for improving the performance and system design of mobile O2O platform and further enhancing the user experience.