A Comparative Research On Seeking Behavior Of Shopping Information Based On Mobile APP And E-commerce Websites

With the abundance of internet skills and information sources and the spread of mobile,shopping online becomes more popular than before.However,because of the increased goods information,the problems,such as information redundancy and quality inequality,show up gradually.These problems make it difficult for customers to shop online.Thus,it is worthwhile to discover that how to screen the ideal products from redundant ones.There are not many researches focused on college students based on the existed shopping online seeking behavior ones.Moreover,there are three preferred affect factors in the former researches of shopping online behavior.The first factor is about customers,such as the customers' personal needs,characteristics,experiences and cultural differences and so on.The second one is about products,such as the qualities,prices and specification.The third one is the shopping environment,such as the sense of the risk of shopping,and of the trust of shopping.It has not yet shown whether the information organization of a website will influence the shopping behavior obviously in these affect factors.In addition,most of the existed researches of shopping behavior were made in the single platform.This paper compares the behavior differences of two platforms,which will enrich the behavior research about shopping information seeking.In this paper,it claims the concept of seeking behavior of online shopping information,defines the information seeking mission,introduces the information organized system of mobile shopping applications and e-commerce websites,and constructs the variable framework of customers' shopping seeking behaviors by combining relevant theories.We adopts the method of experimental research and Interview method and records the data of undergraduate users' seeking behavior of shopping information by using Recording software such as KK recorder.Use data encoding analysis to dig out college students' seeking behavior characteristics of shopping information from the behaviors of searching,browsing,choosing and processing results.Then extract three pattern modes.The first one is "choose goods/browse goods" mode.This mode is that once the users choose the commodity,they will then browse it.After the browsing behavior,it will have three circumstances:if users are not satisfied with the products,they will leave and come back to the previous page and continue browsing;if customers are not sure if they want to buy it or not,they will transfer the browsing behavior inside the products page;if they are satisfied with the goods,they will add it into the cart.The second pattern mode is "searching/browsing"mode,which shows that after users entering the searches at the first time,they will not start to choose products directly.They will observe whether the searches need to be adjusted through browsing.The third pattern mode is information acquisition.The most representative behavior of this mode is to enter a search,then browse the product again after adjusting the search based on the results of browsing at the first time.There are some other representative behaviors,such as screening and sort to narrow the range of searching.In the end,from shopping platforms,shops,users and e-commerce environment sides,this paper offers optimization suggestions based on the research results,such as the shopping platforms should simplify subject category,improve the browsing quality of photos,compact shopping page.The online stores should establish clear category systems and complete information of commodity.The e-commerce environment should pay more attention about the mobile customers' use sense,and enhance the information integration and sharing between the shopping platforms and with research websites.