Researchon On The Information Seeking Behavior Of The College Student Consumer On VIPSHOP

With the development of network marketing and an increasing number of Internet users, The online outlets mode has engulfed the online shopping of China.Compared with traditional consumers, consumers of online outlets have the different consumption concept and behavior.At present, the empirical study of the consumer behavior of the online outlets are relatively small.And Information seeking is an important stage of consumers’purchase decision process, and is also an important aspect in the study of consumer behavior. The problems like, how the consumer of the online outlets search for information and what is the mechanism behind the information seeking behavior, prompt this article,exploring the information seeking behavior of the consumer of the online outlets.This article takes college student consumer of the first online outlets- VIPSHOP as the research object, exploring the information seeking behavior of the consumer of the VIPSHOP by the qualitative research and quantitative research method.In this article, data on information seeking bebavior of the college student consumer on VIPSHOP in their normal context are collected through observation interviews in six cases,and then are analyzed by Grounded Theory coding,finally a scale of the factors of information seeking behavior of the college student consumer on the VIPSHOP is developed and tested.Two major takes done in this study are:1.This article develops 7 core conceptual categories about the information seeking behavior of the college consumer of the VIPSHOP by Grounded Theory coding, including three core processes, opening.orientation,consolidation, the four dimensions of factors, Consumer individual factor,product factor, website factor,context factor,then a model of information seeking behavior is constructed;2.Based on the phrasal analysis of the model ofthe information seeking behavior using factor analysis, correlation analysis to verify the factors of four aspects, and website factor and context factor make relatively remarkable emphasis on the information sseking behavior.