The Effects of Consumer Characteristics on Information Searching Behavior in Wireless Mobile SNS: Using SEM Analysis

Abstract

With a rapid development of the wireless broadband technology, consumers can have more freedom in searching and exchanging of information without the limitation of time and space. This article constructs a research framework of consumer characteristics on mobile social network and its influence on information searching behavior. This article aims to figure out the law of the consumers' information searching behavior on wireless mobile social internet, and applies some suggestions for enterprises to explore the mobile social internet marketing. With the collected data from 392 valid random samples that have been analyzed by structural equation model, the results of the empirical analysis shows that: consumer characteristics (including the sense of belonging, perceived risk, price sensitivity) have positive influence on information searching behavior of consumers, and the sense of belonging has positive influence on information searching behavior through customer participation.