Analysis on the Consumer´s online Information Search Behavior

With the development of network, especially e-commerce´s appearance, consumer enters a new environment of trade. As a high degree of price dispersion in the online market, customer´s information search behavior also changes. The process of information search of consumers is complex. The article discusses more about the influence factors of consumer´s online information search behavior, e-tailer´s prices search cost and fill rates are main factors among of them. As e-tailers improve customer services by offering stock-out information online, based on the price competition model between two quality differentiated e-tailers in a market with shortages, the paper analyses customers´ optimal search strategies.