The determinants of consumers' information search patterns in online marketing communication.

摘要

This study investigates consumers' information search patterns in online purchases. By investigating the information search patterns that proceed decision-making, this study provides insights into consumers' choice behaviors. Using Bettman's information processing theory, the effects of internal search, situational factors, and individual differences were investigated in the context of online purchases. In this study, internal search processes were explained using accessibility theory. In addition, for a more in-depth investigation of consumers' pre-purchase decision processes, three different product categories (digital cameras, laptop computers, and plasma TVs) were examined. Comparisons were made of the three sample sub-groups to document the consistency of the causal relationships among the study variables.;As this study was interested in Internet users who have had experiences with online purchases, an online consumer panel survey was used for data collection. Each respondent was randomly assigned to one of the product categories and asked to answer one of three parallel product questionnaires concerning digital cameras, laptop computers, or plasma TVs. A two-step structural equation model was employed to test the hypothesized relationships in each sample sub-group.;In this study, the relationships among prior product experience and perceived risk of online purchases, accessibility of favored product brands and external searches for product information, involvement with online purchases and external searches for product information, and need for closure and external searches for product information were consistent with the hypotheses. In contrast, the relationships between prior product experience and accessibility of favored product brands, product experience and external searches for product information, and perceived risk of online purchases and external searches for product information were mixed and inconsistent among the three sample sub-groups. The inconsistent results are discussed in depth.