现代的消费者能够在各类传媒空间中积极的搜寻各类信息.研究者通过构建以认知需求、情感需求和精准需求的三要素为核心的信息搜寻动力系统,剖析消费者对于各类传媒的偏好形成机制.结果发现:基于认知需求、情感需求的信息搜寻动力正向或负向的传递于精准需求,并最终促成网络传媒、移动传媒的偏好,而这种机制与传统传媒的偏好形成并无显著关系;在传统传媒中消费者的认知需求与情感需求均得不到完全的满足,而在网络传媒和移动传媒中其中之一的需求能够得到满足;这些说明消费者对于传媒的利用正处于次优满足的状态,企业在进行信息传播时,需注意融入情感化、个性化和专业性、安全性的成分,创造传播的"乘积效应".%The Modern Consumers can active searcher to all kinds' information in various media space. In this paper, build a information search power model that a cognitive needs, emotional needs and the exact needs is as the its core, analysis consumer' preferences mechanisms to various medias. The results showed that: information search power based on cognitive/emotional can be positive/negative convey to accurate needs,and ultimately contributed to the preferences of the network media, mobile media, However, Between the such a mechanism and the preferences formation of traditional media are no significant relationship. The Need for Cognition and Need for Emotion of consumers in the traditional media are not fully satisfied, while one need of the network media and mobile media can be met. Consumers is sub-optimal used state to existing media, company must identify and choice the media as a communication platform; Look forward appear fourth generation media, enrich its emotional, personal and accuracy.
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