Background/Objectives: In this paper will explore consumers' motivation to search information in social media. This current work is of certain significance to enrich the theory of social information search and formulate marketing strategies. Methods/Statistical analysis: Through the literature review, this study summarizes the three motivations to consumer social information search: risk aversion motivation, entertainment motivation and social motivation. Findings: We will use structured interviews and empirical methods to further confirm the motivations of consumers' social information search. Improvements/Applications: This study is of certain significance to enrich the theory of social information search and to formulate targeted marketing strategies for enterprises.