An Empirical Study On Consumers External Information Search Behavior And Its Influencing Factors

Consumer information search is one of the important link in the process of consumer purchase decision,and also it is the basis of consumer problem solving and decision making.With the development of market economy,trade globalization,and upgrade in the traditional marketing channels,the market life cycle of infant formula product is shorten,the product is becoming complicated,thus posed a risk and uncertainty to the consumer buying behavior.In order to reduce this kind of risk and uncertainty cases from information overload and information leakage,consumers choose to search for information.And the fierce market competition,also put forward higher requirements to the enterprise in information transmission.Through consumer information search to the infant formula milk and its influencing factors,and knowing the difference of consumer information search effort,has important significance on making effective marketing strategy for enterprises.How the variety of information sources are being used in the process of consumer information search? What is the kind of information they are searching for? What about the searching effort? And what are the factors that influence the searching effort? With these thinking,this article based on the infant formula mik buyers as the research object,use consumer information search behavior theory as the breakthrough point,and collect relevant data through the way of questionnaire investigation,and use the Spss17.0 statistical software for data analysis,finally to analyse the characteristics and influencing factors in infant formula milk buyers information search.It aims to find out the differences of consumer information search behavior with other industry.The empirical study has mainly formed the following conclusion:(1)Income source.The results shows the main channels that infant formula milk purchasers use in the information search the people around you,the Internet search source,sale member introduction and store information.Compared to the previous studies,television ads and neutral sources both use less.(2)The cognition to the importance of the information sources.The research results show that the infant formula milk consumers think that the most important sources of information are: people around to introduce information,the information provided by the professional authority and the information provided by the government agencies(such as news,etc.).(3)The information search content.the most attention factors that infant formula milk buyers in the information searchwere powdered milk nutrition ingredients,quality,brand and features.(4)Information search efforts,and influencing factors.The results show that the factors that affect infant formula consumer information search efforts include: perceived benefits,searching costs,searching ability,perceived risk and product involvement,product knowledge(subjective)and infant formula buyers' personal level of education.(5)The effects degree of various factors on consumer information search is also different,according to the results of correlation analysis and regression analysis,the influence of perceived benefits coefficient is the largest,followed by the product involvement.Finally,through the discussion of the research results,this paper put forward more proposal for enterprise and government in terms of information disclosure on the basis of the characteristics of infant formula buyers information search and the influence factors.