消费者网上信息搜寻努力影响因素的实证研究

文章对消费者网上信息资源的搜寻努力及其影响因素进行了实证研究。研究表明,在消费者的网上信息搜寻努力中,来自综合或专业网站上的相关产品新闻报道、行业调查报告信息所占的比重最大,网络广告信息最少。消费者网上信息搜寻努力与网络使用频率、购买经历、网上信息搜寻能力感知、产品涉入、产品知识正相关,与时间压力、网上信息搜寻收益感知无关,而与知觉风险、传统信息资源的使用负相关,网络信息源成为传统信息源的替代信息源。

Determinants of Consumer Online Information Search Effort:An Empirical Study

This study investigates consumers'usage and the determinants of the Internet as an information source.The results of the survey show that online information sources from neutral sources are the most often used by the consumers,and the online advertisements are used least.Internet usage frequency,purchase experience,perceived ability of online search,products involvement,products knowledge are positively related to the usage of online information.And perceived risk,usage of offline information sources are inversely related to the usage of online information.Time pressure and perceived benefits of online search have no effect on consumers' usage of online information.