论文部分内容阅读
基于认知心理学和信息加工理论视角,本研究探索了消费者在网络信息搜索过程中的心理机制。两个实验的结果显示,相比于具体信息搜索任务,消费者在一般信息搜索任务下的自我效能感更低,进而呈现出更高的信息搜索努力程度。同时,产品类型和信息搜索任务类型会对消费者的信息搜索努力程度产生交互影响,即在搜索搜索型产品时,一般信息搜索任务下的搜索努力程度高于具体信息搜索任务下的努力程度;在搜索体验型产品时,一般信息搜索任务和具体信息搜索任务下的搜索努力程度没有显著差异。
Based on cognitive psychology and information processing theory, this study explores the psychological mechanism of consumers in the network information search process. The results of the two experiments show that consumers have lower self-efficacy compared with specific information search tasks, which leads to a higher degree of information search effort. At the same time, the type of product and the type of information search task interact with consumers’ efforts of information search, that is, the search effort under general information search task is higher than that under specific information search task when searching for search-based products. There was no significant difference in search effort between general information search tasks and specific information search tasks when searching for an experience product.