移動互聯網+時代消費者搜索渠道選擇行為分析

——購物動機視角下的一個概念模型

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關鍵詞：移動互聯網 + ；研究型購物者；渠道搜索選擇；平臺搜索選擇；購物動機中圖分類號：F724.6 文獻標志碼：A DOI： 10.13714/j.cnki.1002-3100.2025.08.01：

Abstract： Withthebreakthroughdevelopmentofmobilenetworktechnologythestatusofmobilebusinessinretailingis increasingly visible.UnderthtimesofmobileInteretplusmoreandmoreconsumersalteatelyusestores，webstoresintepurchasedecisio makingproce，andecoeresechtedoperseirtasfegetenditcaelsdplatfosuringsoeads totheunstableofcustomerresources.Howtolockandfostercustomerloyaltyhasbecomeanimportant practicalproblemforeterprises toresolve.However，mostofcurrntliteraturesdspiseinformationsearch'sdecisionactiononfollowigconsumptiondecisionmaking andchanneltasegsogtegitygie'spoatetscht providetheorysupportforenterprisestomakeprecisionmarketingstrategiesforelevantcustomersofdiferentplatformsandonsuing motive in mobile Interet plus era.Basedonliteraturereview，the paper divides shopping motives intotwotypes including utiltarian motivesandocoidouesiprictatietatiotatiuse orientation.Thenaplyingthevalueframework，useandgratificationtheoryinsequence，thepaperanalyzesthemechanismofthese shoppingotivesoresearchshoppers'searchbehaviorofchanelandplatform，andputsforwardfourhypothesis.Atlast，acoceptual modelisestabsddpearesigatioanissigdstrodesierecfotepsstodac research shoppers correctly and make precision marketing strategies to retain customers effectively.

Key words：mobileInteretplus;researchorientedshoppers;searchselectionofhannels;sarchselectionofplatfors;oing motives

1研究背景

隨著移動網絡技術的突破式發(fā)展，移動渠道在企業(yè)零售中的重要性日漸凸顯，現有企業(yè)通過傳統(tǒng)線下渠道、線上電子商務，以及逐漸興起的移動商務銷售商品和服務。（剩余5833字）