Empirical Research on Information Search Behavior

摘要

The authors develop a framework that links consumer intention and attitude to online shopping with his willing to use website as a tool for general or detail comparison. The present structural equation model encompasses these relationships on the basis of a survey of 396 online consumers in automobile industry. The paper highlights three main results. First, consumer intention and attitude to online shopping have significant impacts on his willing to use internet as a tool for detail comparison. Second, consumer characteristics have significant impacts on his willing to use internet as a tool for general comparison. Third, consumer's willing to use internet as a tool for general comparison influences his willing for detail comparison.