风险、知识与记忆对在线搜索进入路径选择的影响研究

摘要

The risk, prior knowledge and memory structure are the straightforward determining 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, the research indicates that the path of the initial online search is the key stage 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.%运用MNL模型,通过对消费者在网络搜索起始阶段的探索性实证研究,测度风险感知、先验知识、记忆结构等消费者内在特质因素对在线搜索路径选择的驱动作用.研究提出,消费者在线搜索的初始进入路径是网络营销吸引与跟踪顾客的关键阶段,为避免客户流失,必须在第一时间点迎合消费者信息需要.以在线搜索工具区分三种搜索路径,对搜索环境的解释更贴近用户的真实需求.