Research On Online Consumer Information Search Behavior For Gender Differences

With the rapid development of the national economy and the popularity of the Internet,the online shopping industry in our country has developed rapidly.Among them,the network information search,as one of the important links in the process of consumer online purchase decision-making,has also gradually become one of the hot spots in the research of consumer behavior and information behavior.At present,the domestic and foreign scholars on the research direction of the information search behavior and starting from the perspective have gradually showed a trend of diversification.But as far as the deep level of "different gender",this difference perspective of the research is very little.In recent years,under the background of the level of people's income,life and network use has been improved,men's life demand level has been increased,and gradually become the potential of online shopping.Therefore,this paper will select gender differences,the new perspective,and make a multi-angle comparative analysis on the stages of different gender network consumer's information search behavior,in order to obtain meaningful research results.First of all,the paper collects,collates and summarizes the relevant literatures of information search behavior through literature induction,fully understand the present situation and research progress at home and abroad of consumer infor mation search behavior;Secondly,the author expounds and summarizes the relevant concepts of consumers,information search,gender differences and other related theory,and put forward the research question and research hypothesis of this paper based on the theory.Next,writer through the methods of qualitative analysis,data were collected in the form of questionnaires.After,through the statistical analysis software SPSS20.0 to do multivariate statistical comparison analysis of the questionnaire data.Using descriptive statistical analysis,one-way ANOVA test,T-test,Pearson chi-square test and regression analysis to analysis on different gender network consumer's in formation search behavior and the characteristics.And concluded that different gender network consumer in the early,middle and late stage of the information search behavior exist certain differences.Finally,based on the above empirical research results,the paper provides certain reference value and the countermeasures for the network business marketing strategies and related website construction to different gender market segment.