消费者在线信息搜索障碍的影响机制研究

Study on the Impact Mechanism of Consumer Online Information Search Barriers

在线信息搜索是现代消费者获取产品和服务信息的重要方式。然而,消费者在进行在线信息搜索时常常遇到各种障碍,这些障碍不仅降低了其搜索效率,也影响了消费者的满意度,进而产生不持续搜索的意愿。信息过载、搜索引擎的局限性、广告和误导性、技术障碍、隐私安全都在一定程度上影响消费者的搜索意愿。心理抗拒是介于上述因素与不持续搜索意愿的中介,属于传导性的中介变量。本文结合目前互联网搜索信息中的弊端,从信息过载、搜索引擎局限性、广告和误导性内容、技术障碍、隐私安全以及心理抗拒的中介效应方面进行影响机制研究,并提出相应建议,仅供参考。

Online information search is an important way for modern consumers to obtain information about products and services.However,consumers often encounter a variety of barriers when conducting online information search,which not only reduce their search effi ciency,but also aff ect consumer satisfaction,which in turn creates a willingness not to continue searching.Information overload,search engine limitations,advertising and misleading,technical barriers,privacy and security all aff ect consumers'search willingness to some extent.Psychological resistance is a mediator between the above factors and the desire not to continue searching,which is a conductive mediator variable.In this paper,the impact mechanism of information overload,search engine limitations,advertising and misleading content,technical barriers,privacy security and psychological resistance are studied,with advice provided for reference.