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.