摘要
消费者要做出合理的购买决策 ,尽量减少购买决策的不确定性或风险 ,就必须在购买产品之前搜寻相关信息。通过实证研究可以看到 ,消费者搜寻信息努力与消费者的产品知识之间没有关系 ,与搜寻态度、感知风险、自我卷入之间有正关系 ,与时间压力之间有负关系。在整个外部信息搜寻努力中 ,向周围人搜寻信息所占比重最大 ,说明我国消费者信息生产机制不够合理 ,有必要建立和完善消费者信息生产机制 。
The more the economy developed, the more the commodities produced and the more ways and choices for shopping. However, consumers' commercial knowledge is limited, so are their time, capacity and desire to look for commercial information. In the circumstances, the consumers will meet uncertainties or risks in their making of reasonable purchase decisions. One of the best ways for consumers to reduce the uncertainties and risks is to look for commercial information before they really buy something. It is found in reality that the commercial information system in China is not satisfactory on the one hand and that the consumers are highly limited by their attitude, dedication, sense of risk and time limitation in looking for commercial information on the other. The consumers' commercial knowledge do not have much to do with their efforts to look for shopping information. These findings are significant for setting up and perfecting the commercial information system in China and for enterprises to send commercial information to consumers more efficiently.
出处
《南开学报（哲学社会科学版）》
CSSCI
北大核心
2001年第2期30-35,共6页
Nankai Journal:Philosophy,Literature and Social Science Edition
基金
教育部留学回国人员科研启动基金项目
