中文摘要：

文章通过扩展网络消费者信息搜寻行为模型,探索网络消费者在线评论搜寻行为的影响因素。在结合在线评论搜寻行为特征的基础上,运用结构方程模型方法进行研究。研究发现：感知可用信息缺失、感知认识权威、感知在线评论搜寻收益和感知在线评论搜寻成本是在线评论搜寻动机的直接影响因素;知觉水平、评论可信度、评论质量均通过在线搜寻收益影响消费者在线评论搜寻动机;评论可获取度、时间压力和社交网络则通过在线搜寻成本影响消费者在线搜寻动机。

英文摘要：

This study probes the influencing factors affecting online consumers＇ behavior of online-review search,extending the original online consumer information search behavior model. Anonline-reviewsearch behavior model of online consumer is proposed and verifiedwith structural equation modeling, based on specific characteristics of online review search behavior. The results show that： a） lack of available perceived information, perceived authority, perceived online search revenue and online review search cost directly influence online consumers＇ motivation to search online reviews; b） perception level,and the credibility and quality of reviews affect consumers＇ searching motivation for online reviews through online search revenue;c） availability of reviews,time pressure and social networkinginfluence consumers＇ online search motivation through online search costs.