移动互联网+时代消费者搜索渠道选择行为分析

——购物动机视角下的一个概念模型

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关键词：移动互联网 + ；研究型购物者；渠道搜索选择；平台搜索选择；购物动机中图分类号：F724.6 文献标志码：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

随着移动网络技术的突破式发展，移动渠道在企业零售中的重要性日渐凸显，现有企业通过传统线下渠道、线上电子商务，以及逐渐兴起的移动商务销售商品和服务。（剩余5833字）