消费者如何使用互联网搜寻信息

发布时间：2018-04-10 15:09

本文选题：两阶段信息搜寻、消费者信息搜寻 + 搜寻深度、搜寻广度　；参考：《管理现代化》2017年06期

【摘要】：互联网技术的迅速发展使得消费者日益依赖其作为信息获取的重要渠道。基于国内某大型餐饮平台手机应用的点击流数据,实证探索了消费者如何使用互联网进行信息搜寻。研究发现,消费者的信息搜寻受到消费目标的驱使,可根据消费目标明确性分为两个阶段。当消费者目标明确时,其搜寻范围较小,但会加大搜寻深度;而当消费者目标不明确时,其搜寻范围较大,并会扩展搜寻宽度。研究结果对于企业理解消费者搜寻行为提供了启发。
[Abstract]:With the rapid development of Internet technology, consumers increasingly rely on it as an important channel to obtain information.Based on the click-stream data of a large catering platform in China, this paper explores how consumers use the Internet to search for information.It is found that the information search of consumers is driven by consumption goals, which can be divided into two stages according to the clarity of consumption goals.When the target of consumers is clear, the search range is smaller, but the search depth will be increased. When the target is not clear, the search scope will be larger and the search width will be expanded.The results provide inspiration for enterprises to understand consumer search behavior.
【作者单位】：复旦大学管理学院;
【基金】：国家自然科学基金项目(71402030)
【分类号】：F126.1;F49

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