The Research On First Purchase Decision-making Of Computer And Information Hunting

Risk Perceive Theory is one of the important aspects of Consumer Behavior Theory. Through exploring some documents relative with risk perceive, this article found out that those documents did little research on the information-hunting action which can help consumers perceive and reduce risks during their purchase decision-making. Using those abroad and domestic acdemic documents for reference and combining the consumer purchase decision-making process with Risk AwarenessTheory, this article discusses the system in which college student consumers perceive risks and do information-hunting to reduce risks during the process of decision making and gives references for computer manufacturers and dealers developing student computer market and making marketing strategy.This paper subjects the computer market for college students in Guangzhou. It did positive design and research on the risk structure of comsumers' decision-making and the preference when different comsumers select outer imformation sources. Thus, we have the following results:First, the risk structure of consumers' decision-makingThe risk structure of consumers' decision refer to the factors that consumers perceive during their process of purchase decision-making. This paper, on the basis of risk perceive factors put forward by previous scholars, details the risk structure of decision making by three aspects including personal, product and outer environment. As to the diversity, the writer think they are resulted from the kind of durable consumable selected. Having anlysed the relibility of the data from the questionaire, this paper sumerize ten varieties in those three aspects into four different factor which named seller-selection risk, capability risk, follwing risk and invisiable risk. And we elicit the result that the risk of which the consumers think most during decision making is capability risk and seller-selection risk.Second, the features of the actions to reduce risk by electing information sources and hunting for outer informationOn the precondition that there are remarkable relationship between risk perceive and outer information hunting, this paper think that different consumer have different ways in electing information sources and hunting for outer information to reduce risk.Third, by using the process and rule of consuemers mental activity in decision-making and those resultes put forward by above research,this paper gives some advices for manufacturers developing new products, subdivising market and doing marketing activities.