earticle

영어

With the advent of Web2.0 era, more and more consumers begin to use social media to obtain the required information, this kind of information search mode of human interaction -- social information search and traditional human-computer interactive search mode has the essential difference. Understanding the motivation to consumer social information search is of great significance to understand the characteristics of consumer information search. Through the literature review, this study summarizes the three motivations to consumer social information search: risk aversion motivation, entertainment motivation and social motivation. In future studies, we will use structured interviews and empirical methods to further confirm the motivations of consumers' social information search. This study is of certain significance to enrich the theory of social information search and to formulate targeted marketing strategies for enterprises.