信息觅食视角下需求状态对移动购物用户信息搜索策略的影响研究

Research on the Influence of Users' Need-State on Information Searching Tactics in Mobile Shopping Based on the Information Foraging Theory

[目的/意义]搜索策略是用户信息搜索过程的核心层面。分析需求状态对移动购物用户信息搜索策略的影响,能够为提升用户搜索体验提供理论与实践参考。[方法/过程]基于信息觅食理论和搜索经济理论,探讨移动购物用户需求状态如何影响其信息搜索策略;研究设计目标导向型和探索型两种需求状态情景,基于情景实验检验所提出的假设。[结果/结论]结果表明,需求状态显著影响用户的商品评估成本,但不影响信息斑块间移动成本;相比于目标导向型需求状态,用户处于探索型需求状态时评估一个替代方案花费的时间更多;此外,当评估成本较高时,用户倾向于降低信息斑块内的评估数量。研究发现有助于改善用户的信息搜索体验。

[Purpose/Significance]Searching tactic constitutes a pivotal aspect of user information searching process.Analyzing the impact of need-state on the information searching tactics in mobile shopping could provide theoretical and practical references for enhancing user searching experience.[Method/Process]Based on the information foraging theory and the search economy theory,this study discussed how users'need-state in mobile shopping influenced their information search tactics.The research design encompassed goal-oriented and exploratory-based need-states scenarios,and hypotheses were tested through scenario experiments.[Result/Conclusion]The results indicate that users'need-state significantly influence the product evaluation costs but do not affect the moving costs between information patches.In comparison to goal-oriented need-state,users in an exploratory-based need-state spend more time evaluating an alternative.Furthermore,when evaluation costs increase,users tend to decrease the quantity of evaluations within information patches.The study findings contribute to improving users'information search experiences.