基于信息觅食理论的消费者在线评论搜索行为研究OA北大核心CHSSCDCSSCICSTPCD

[Purpose/Significance]Based on the information foraging theory,this study aims to analyze the internal mechanism of consumer online review search behavior of review software.[Method/Process]Based on information foraging theory,this study firstly constructed a behavioral model of online review search by using information clues,patch model and menu model.In addition,the study adopted the questionnaire as the research method and collected 352 valid samples.Finally,the study used the SEM to analyze the data and then test the theoretical model.[Result/Conclusion]Four types of information clues,including the quality of reviews'contents,the variety of reviews,the sentiment of reviews and the credibility of reviewers,would positively and significantly affect consumers'perception of patch benefit,and then positively affect consumer online review search behavior.In addition,the sentiment of reviews would also directly and positively affect consumers'online review search behavior.This study,in theory,deeply reveals the internal mechanism of consumer online review search behavior,and extends the research context and boundary of information foraging theory.In practice,some suggestions are provided to optimize the function of review software and guide consumers to search online reviews effectively.