Factors Affecting the Amount of External Information Business Search for Use of Aviation Services in Bali

摘要

This research tries to identify factors that determine the extent of external search effort by consumer in purchasing airline service. Based on the previous research by Srinivasan and Ratchford (1991), this study examines the impact of amount of experience, product class knowledge, interest in product, perceived risk, size of evoked-set, perceived benefit of search and cost of search on external search effort. This study finds that external search effort directly affected by amount of experience, product class knowledge, interest in product, and perceived benefit of external search activities pre-purchase. The perceived benefit itself is affected by amount of experience, perceived risk, and the number of brands considered to be purchased. The result of this study conform to psychological/motivational perspective in which interest in product category motivate the consumer to search for more information. The findings that perceived benefit of search positively affects external search effort conform to cost/benefit perspective in which consumer will continue searching for information as long as the perceived benefit of search exceeds the cost of search.