- 期刊
Research on Consumers' Adoption Behavior of External Information Search and its Influencing Factors
摘要
Consumer information search is an important link in the process of consumer purchase, and is the basis for consumers to reasonably solve problems and make decisions. The consumption structure of our country has changed, consumers are more in favor of green and healthy agricultural products, but the occurrence of agricultural quality safety events such as "dirt pickle" and excessive use of additives lead to great risk and uncertainty of consumer purchase decision. To reduce information leakage and overload, one of the options available to consumers is information search. This paper takes the buyers of green agricultural products as the research object, collects relevant data by questionnaire method, analyzes the data by SPSS statistical software, studies the information search and adoption behavior of the buyers of green agricultural products and its influencing factors, and provides feasible suggestions for enterprises to develop and improve their own marketing strategies.