通过实证方法分析消费者感知搜索成本降低的影响因素,并在双源渠道环境下初步探讨消费者的信息搭便车行为与搜索成本之间的关系。研究结果表明,搜索便利性、卖方努力、个人产品知识及渠道多样化会对消费者感知搜索成本降低产生正的影响;同时,搜索成本的降低能够促成消费者的信息搭便车行为。 Empirical methods are used to analyze the influencing factors of consumer perceived search cost reduction and to explore the relationship between consumer information hitchhiking and search cost in dual-channel environment. The results show that search convenience, seller efforts, individual product knowledge and channel diversification will have a positive impact on consumer perceived search cost reduction. At the same time, the search cost reduction can lead to consumers’ free ride of information.