Research On Consumer Information Search Behavior Under The Network Environment

The Internet develops more and more quickly. the network shopping rises rapidly in thisenvironment, online shopping population increase in a sharp number. From the point of viewof consumers, businesses, it is necessary to research on consumer information searchbehavior.This paper just captures a stage in the consumers’ online shopping-the relatedinformation searching of products, aims at researching the information searching of productsbefore consumers buy it.In this study, we through literature review, interview research and questionnaire surveymethod to study the consumers’ network Information searching. in the study survey, we findThe differences of information sources and their characteristics and the influencing factors ofconsumer information search behavior of the network are also be explored, the influencingfactors are the individual cognitive, social conformity, perceived risk, network informationsearch ability and network trust. Combined with the theory of consumer behavior-Multiattribute attitude theory and the theory of reasoned action, we constructs a theory model ofconsumers’ information searching under the network environment, We use factor analysis,regression analysis and correlation analysis to inform how the five factors influence theconsumers’ network Information searching to confirm the new idea of the consumers’ networkinformation search, the network information search behavior is a process that the objectiveinformation and the individual subjective cognitive mixed, eventually form the attitudetoward the product, thereby affecting the network purchase decision.