Modeling And Research About Behavior Of Consumer Network Information Seeking

With the continuous development and popular of network technology, more and more consumers, especially young consumers tend to search product information through the network. In Network Environment, the characteristics of consumer information search behavior have taken place great changes than traditional ones. Therefore, it is significance for improving consumer information search behavior theory by studying the consumer network information search behavior and its affecting factors.In this study, the consumer network Information Search Reason-Result model which contains the factors of information demand and the model for process of Online Consumer's Information Seeking Behavior have been modeled on the basis of a theoretical review of the theory about consumers and users of the information search behavior, the status of research, some important research models and the influence factors of information search behavior. Collecting data through the questionnaire, analyzing the effect of factors such as the perception of risking, complication and importance, product knowledge, ability to use the network and the market perception on the demand of consumer information. Papers also discuss the factors which affecting on the choice of search engine and portal, looking forward to find the factors which playing a leading role.The conclusions of this study certificate the results of previous studies, and make own conclusions on the base of analysis of study data. It has some reference value to rich consumer information search behavior of the network theory. It also has some practical significance for enterprises change advertisement measures of their products according to the consumer's specialty of getting information.