Psychological research on information searching behavior of post-purchase

Information searching behavior of post-purchasing that lines throughout the online process ensures the quickly transmitting and sharing of information. However, consumers are still fond of information search afterwards. It seems to be strange at first sight, but there is rich and complex psychological motivation. This article analyzes the rich and complex psychological activity of information searching behavior of post-purchase. Based on cognitive dissonance theory and balance theory, the article represents the important role that information search plays in the transformation from “cognitive dissonance” to “balance”. Moreover, it supplies some focused marketing strategies for enterprises, which provides basis and reference for removing cognitive dissonance, balancing psychology state, encouraging customer´s loyalty, raising customer´s satisfaction and promoting constant consumption to some extent.