双源渠道环境下的信息搭便车行为及预防策略研究  

Research on Information-based Free-riding Behavior and Prevention Strategy in Dual-channel Environment

作　　者：曹磊[1] 张子刚[1] 

机构地区：[1]华中科技大学管理学院,武汉430074

出　　处：《图书情报工作》2010年第16期141-144,58,共5页Library and Information Service

摘　　要：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 the search mode, search effort, amounts and types of information sources, this paper firstly analyzes the relationship between the search cost and information-based free-riding behavior. Considering the premise of search cost and information-based free-riding behavior, the paper reconstructs the consumer decision-making model. Finally, it discusses the countermeasures from the four strategies of product, pricing, market segmentation and drop-shipping.

关 键 词：搜索成本 双源渠道 信息搭便车 

分 类 号：F713.36[经济管理—产业经济] F224