A Purchasing Behavior Model Considering the Influence of Enterprise Information and Consumer-Generated Information on Consumers

Abstract

In this research, we classify information that consumers use when they purchase goods into enterprise information and consumer-generated information and verify their influence on purchasing behavior. We aim to construct a purchasing behavior model in which the difference between the two types of information is considered, so that we can estimate their influence on purchasing behavior. Based on the model, we examine whether companies should focus on corporate information or consumer-generated information. We employ SOARS to construct a luxury goods purchase model and a daily necessities replacement model. We set five levels of evaluation for consumer-generated information and verify the influence of each type of information based on the number of purchases.