虚拟社区零售中信息搜索数量的影响机制研究

A Study on Influencing Mechanism of Information Search Amount in Virtual Community Retail

中文关键词:  虚拟社区零售  先验知识  他人推荐  信息搜索数量

英文关键词:virtual community retail  prior knowledge  peer recommendations  amount of information search

中文摘要:

      虚拟社区零售是网络零售的重要形态之一，虚拟社区的产生和发展改变了消费者的信息搜索方式。从消费者视角出发，研究先验知识与他人推荐对信息搜索数量的影响，基于期望理论建立模型，实证研究发现：先验知识与感知搜索能力和感知信息价值正相关；他人推荐的专业性、个性化和可靠性与搜索能力和感知信息价值正相关，关联强度的影响不显著；感知搜索能力和感知信息价值是重要的中介变量，它们都显著影响搜索动机，搜索动机是衡量信息搜索行为的重要变量。研究结论为消费者搜索策略以及零售社区的营销策略和网站建设提供了建设性的意见。

英文摘要:

      Virtual community retail is one of the important forms of online retail. The development of virtual community has changed consumers traditional information search behavior. From the perspective of consumers, this paper develops a framework based on expectancy theory to study the effect of prior knowledge and peer recommendations on information search amount. The empirical results show that: prior knowledge is positively related to perceived search ability and perceived information value; the professionalism, personalization and reliability of peer recommendations have positive impacts on search ability and perceived information value but not significant; perceived ability to search and perceived value of information are important mediators which have significantly positive impacts on search motivation which is an important variable to measure information search behavior. These findings can provide the constructive suggestions for consumers search strategy, marketing strategy and website construction in virtual community retail.