关键词: 信息搜索, 社会网络, 风险, 时尚, 回归方程

Abstract: Consumer decision-making is the core of consumer behavior. As the first step of consumer decision-making theory, information searching receives more attention. In the network era, consumer environment changes quickly and presents network characteristics. Consumers pursue fashion and personality. Technical complexity increases consumer's perceived risk. all these factors embed consumers into the complex social network. Despite a plethora of research in the respective domain of consumer information searching and social network, little study has been focused on the relationship between the two domainants. As the main channel for information, social network provide information and resources support. So from the perspective of network, taking risk and fashion as the point of entry, how social network influences consumer's information searching behavior is studied in this article.In network construction, the main literature use analogue simulation or friend-network/communication network to instead of the network which influences consumer decision-making. Different from those articles, structure index and regression model are put together in this paper. Starting with the network structure, this paper along the line of propose hypothesis, survey design, data collection, model validation to study whether the structure indexes in complex network also play a role in consumer information searching. First, an assumption is made that there is a positive correlation between consumer's risk/fashion sensitivity and information searching behavior. With the social network as the moderator variable, the structure model is established.By reviewing related literature, the network scale which includes network size, network structure-hole, network cohesive sub-group and tie strength is built, The method of regression is adopted to reveal the relationship between consumer's social network and information searching. Data is collected by using a convenience sampling. It is found that consumer's fashion sensitivity has positive correlation with information searching. Social network has a moderate effect. Especially, network size and tie strength have positive/negative effect respectively. This conclusion provides instructions to the study of network and consumer behavior on network construction. For enterprise, this research verifies that social network can influence information searching, so company can use social network as a tool, in product design, brand marketing and so on, to expand product/brand influence and improve the pertinence and effectiveness of promotion and strategy.

Key words: information searching, social network, risk, fashion, regression equation