Research On Social Learning Of Information Product Consumer

Taking the advantage of Internet technology, e-commerce is changing people’s lives and consumption patterns after high speed development for the past more than ten years. In the Internet environment, retailers can do business without physical store marketing, in this way, retailers save costs and also breakthrough the geographical restrictions, to quickly mobilize resources on a global scale, and supply a variety of services for more customers. At the same time, Internet also provides consumers more product information, more products with competitive prices, more product selection and personalized service, more convenient payment and purchase ways. Internet is now attracting more and more consumers join force in online shopping, which promote e-commerce website to rapid develop.In Internet environment, since information can free flow, it’s dissemination scope and impact is wider and deeper. Either merchants or consumers pay more attention to the role of information. Merchants provide various leaderboards and platform to facilitate consumers to release product reviews based their own or other’s purchase experience, hoping to attract more consumers. Before consumers making online shopping, they have to do social learning, in the search for relevant information on the network to get useful information from the actions and recommendations of others, as the basis of their purchase decision making. From an empirical point of view, this study on the basis of reading the existing literature is about the social learning behavior of information product consumers in Internet. From consumers’social learning of behaviors and recommendations of others, this research pose a research model that social learning affect consumer’s purchase decision through affecting consumer’s perceiving value and heading behavior. This study conducted a questionnaire survey posted electronic questionnaire online and paper questionnaire published in the school. We eventually obtained185valid questionnaires. Then, we use the two kinds of statistical analysis tools Spss18.0and AMOS8.0to process and analyze the obtained data through the questionnaire, to verify the assumptions made in the study. The conclusions obtained are as follows:(1) The number of sales of goods (the behavior of others) has a positive impact on the consumer’s perception of value and herding behavior.(2) Online review (others’recommendation) including the number of reviews, the quality of reviews, the valance of reviews and the review source has a positive impact on the consumer’s perceived value but not consistent effect on consumers herding behavior. Specifically, the valance of the online reviews and review source have positive impact on consumer’s herding behavior, but the quantity and quality of online reviews on consumers herding behavior have not been confirmed in this study.(3) Consumer’s perceived value and herding behavior do influence the consumer purchase decisions.Finally, this paper analyzes the lack of research and future research directions.