消费者特质对网络搜索策略的影响

网络信息搜索过程中存在大量的渠道“跳跃行为”，运营商与销售商都迫切希望了解与解读网络消费者最终决策信息的来源渠道。此研究应用MultinomialLogit模型探讨在消费者内在特质作用下网络搜索渠道的选择策略。该文贡献有三：首先，提出的网络世界中没有传统信息经济学关注的外在“地理学距离成本”，决定网络搜索行为的直接与重要因素是消费者的内在特质；其次，与以往研究不同，将消费者内在特质区分为隐性因素（风险厌恶、先验知识与记忆结构）与显性因素（年龄、收入），并以网络搜索工具的形式区分三种搜索渠道的典型环境，因而对网络搜索的解释更贴近网购者所面对的真实环境；再者，为解决搜索目的与搜索环境的匹配问题，将研究范围严格限定在消费者决策阶段，为商业实践与理论研究提供清晰的经验证据。

The Impact of Customer Trait on the Choice of Online Searching Strategy

The process of online information searching have a lot of channels, and the jumping behavior of use channels frequently happens in the final decision-making phase. The dominant and recessive traits are the straightforward determine and important factors affecting online search strategies. The MNL model is applied to the study to measure the endogenous role of the risk perception, prior knowledge, and memory structure variables. In addition, this research indicates that the path of the initial online search is the key stages to the network marketing, and the company must meet the information needs of consumers in the first time. Finally, the study gives an example to estimate the online search behavior of the target consumers.