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1、内容摘要研究型消费者作为新的消费者群体，其独特的消费行为引起了国内外学者的广泛关注。国内外的研究大多从理论的角度探讨研究型消费者的定义，以及促使研究型消费者出现的各种原因。部分学者开始重视研究型消费者在购买的不同阶段对不同渠道的使用，同时也开始探讨不同因素对研究型消费者渠道选择的影响，但是还没有关注产品因素对研究型消费者购买渠道选择行为的具体影响。首先，本文在以往文献的基础上明确了研究型消费的定义，并对研究型消费行为做出界定，将消费过程中的信息搜寻渠道与产品购买渠道分离作为研究型消费者的划分标准，并在以往文献进行整理的基础上总结了研究型消费者在人口统计、购买心理和购买行为方面的特征。本文认为，
2、研究型消费者出现的原因可以归结为社会原因和消费者理性两大类。同时本文在一般消费者行为模型的基础上提出了研究型消费者的行为模型，并探讨了消费者购买过程中的各种因素，如消费者购买时的情景因素、消费者个人因素、渠道特征、产品因素以及零售商等对消费者购买渠道选择的影响。其次，本文在此基础上提出从产品因素的角度分析不同的产品种类、产品属性等对消费者购买渠道选择的具体影响。本文使用问卷调查法，选取了重庆市十几所高校在校大学生作为调查样本，通过后期对问卷所获数据进行统计分析，得到以下研究结论：1、产品种类影响研究型消费者的购买渠道选择，消费者倾向于使用在线渠道购买描述性产品，而在线下渠道购买体验性产品。2、
3、产品价格影响研究型消费者的购买渠道选择，一般而言，产品价格越高消费者越可能选择线下渠道购买。3、产品特性不会影响研究型消费者的购买渠道选择。4、消费者的产品涉入度会影响研究型消费者的购买渠道选择，具体而言，消费者的产品涉入度越高越倾向于线下渠道购买。5、本文并未探讨产品知识对研究型消费者购买渠道选择的影响，是因为调查得到的数据趋同。关键词：研究型消费者；购买渠道；渠道选择行为；产品因素1AbstractThe research consumer as the new consumer groups, their exclusive consuming behaviorattractes att
4、ention of scholars both home and abrosd. The domestic and foreign researchliteratures inquire into the definition of consumer mostly from a theoretical perspective, aswell as all kinds of reasons which promot the research consumer appeared. Some scholarsbegin to pay attention to the research consume
5、rs use different channels in the different stagesof purchasing process, as the same tine also begin to discuss different factors how to influencethe channel selection of research consumer, but pay no attention to the specific effect ofproduct factor search consumer purchase channel selection behavio
6、ur.First of all, this paper make clear the definition of research shopping based on previousliteratures and define the research shopping behaviour. The separation of information searchchannels and product purchase channel in the purchase is the division standard of researchconsumer. This paper summa
7、rizes the characteristics of research consumer in demographics,purchase psychology and purchase behaviors based on the previous literature. This paperargues, the causes of research consumer appeared can be divided into two categories: thesocial reasons and consumer reason. At the same time, this pap
8、er proposes the researchconsumer behaviour model based on the general consumer behavior model, and discusses allkinds of factors how to affect the selection purchase channel of research consumer in thepurchase process, such as circumstances factors , consumer individual factors, channelcharacteristi
9、cs, product factors and retailers.Secondly, this paper puts forward to analyze the specific effects of different types ofproduct and product attributes on the selection of purchase channel of consumer on thisfoundation.This paper uses the questionnaire method, selects more than 10 colleges in school
10、undergraduates of Chongqing as a sample, gets the following conclusions by statisticalanalysis of the questionnaire data:1. Product types affect the selection of purchase channel of research consumer,consumers tend to buy descriptive products by online channel and use the offline channel tobuy the e
11、xperience peoduct.2. Product price affect the selection of purchase channel of research consumer.1Generally speaking, the research consumers are more likely to selection the offline channelwhen the product price is higher.3. The characteristics of product dont affect the selection of purchase channe
12、l ofresearch consumer.4. The product involvement of consumer affects the selection of purchase channel ofresearch consumer. Specifically speaking, research consumer tends to selection the offlinechannels when product involvement is higher.5. This paper has not discussed the product knowledge how to affect the selection ofpurchase channel of research consumer, because the survey data is convergence.Key Words: Research Consumer; Purchase Channels; The Behavior of ChannelChoice; Product Factor2目录一、绪论. 1二、文献述评. 6（一）研究型消费者的界定. 6（二）研究型消费者的群体特征. 9（三）研究型消费者出现的原因. 10（四）研究型消费者的行为分析. 14三、理论模型与研究假设.
