Study On The Factors Affecting Online Shoppers' Pre-purchase Information Search Effort

In recent years, with the meteoric rise, online retail trade has become an important supplement to traditional retail industry. Unlike traditional form,online shopping has not only become a new consumption hot spot,but also changed the lifestyle of many people.At the same time,with the emergence of network, traditional way of information exchange has turned to be a new way using the network environment as medium.In view of this,we attempt to combine online shopper and consumer information search behavior,in connection with the consumer feathers,using empirical research methods,explore and indentify the influence factors of online shoppers information search effort,then give corresponding marketing suggestion,in hope of helping online operators to know the pre-purchase information search behavior better,thus affect the purchase decision through the effective resource allocation.This study mainly includes three parts.The first part tells us the review of the relevant theory about information search behavior,and determine the research ideas of this article.The second part is empirical research process, concrete steps:Thorgh the classification of the relevant theory,combined with the purpose,we will present the research model of this study.We use the way of questionnaire survey to collect data and apply statistical analysis software SPSS17.0 to process the data,then determine the key factors affecting online shoppers' pre-purchase information search effort.In the third section,based on the above conclution,we try to offer online business marketing proposals.The main conclusions of this paper are as followings:1. Some traditional factors affecting consumer information search effort also apply to online shoppers.In this study,we quote three factors from the traditional theory:perceived benefits,search costs and perceived risk.The research conclution of perceived benefits and perceived risk is consistent with the traditional theory,and these two factors significantly influence the search effort in positive.But the search cost does not affect the information search effort obviously2. According to the characteristics of online shopper and drawing Technology Acceptance Model,this study add perceived usefulness and perceived convenience to the theoretical model.Through the analysis,these two factors significantly affect the information search effort in positive.3. Through data analysis,we find search capability is the most important factor that affects online shoppers information search behavior.The search effort and search capability have positive relationship,that is to say,the higher search capability,the more likely consumers of information search.The consumer capability will directly decide the possibility of search behavior.This conclusion can inspires the online operators and business in the process of doing Marketing Communications that more effort should be focused on helping consumer improve their search capability.The main innovations of this paper are as followings:1. In this study,we use empirical research method,select online shoppers as the object of research and try to study the information search behavior of decision-making in purchasing.2. This paper introduces Technology Acceptance Model to the consumer information search behavior.Because the Technology Acceptance Model regard the online shoppers as both consumer and computer user,this perspective can prevent the one-sidedness and inaccuracy during study.3. Compared with previous study, we find that search cost is not the key factor affecting information search effort. The search cost has no significant negative influence on search effort.