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按照搜索模式、搜索努力、信息源数量和信息源类型四个维度,对双源渠道环境下消费者基于信息的搭便车行为与搜索成本之间的关系进行分析。在考虑搜索成本及信息搭便车行为的前提下,重新构建消费者决策模型。最后,从产品策略、定价策略、市场划分策略及drop-shipp ing策略四个方面入手,对信息搭便车行为的预防措施进行初步探讨。
According to the four dimensions of search mode, search effort, number of information sources and types of information sources, this paper analyzes the relationship between consumers’ information-based free-riding behaviors and search costs in dual-channel environment. Construct the consumer decision-making model based on search cost and information free ride. Finally, from the four aspects of product strategy, pricing strategy, market segmentation strategy and drop-shipp ing strategy, the preventive measures of information free-riding behavior are discussed.