Web Systems Design and Online Consumer Behavior [Electronic resources] نسخه متنی

Introduction

Information search is an integral part of the consumer
decision making process. The Internet contributes to this function by providing an efficient and
convenient tool to search for a vast amount of product or service related information (Alba, Lynch,
Weitz, Janiszewski, Lutz, Sawyer, & Wood, 1997). While the Internet is quickly becoming a major
source of information, it is also evolving into a significant channel for business transaction and
distribution (Peterson, Balasubramanian, & Bronnenberg, 1997). A recent report estimates that
online retail revenue will grow from $95.7 billion in 2003 to $229.9 billion in 2008 which will
account for 10% of total retail sales (Forrester Research, 2003). It seems apparent that with the
increasing popularity of the Internet, more consumers are using the Internet for information search
than before. In a national survey with 2,120 online consumers, Burke (2002) found that those
consumers used the Internet mainly for information search (93%) and comparing and evaluating
alternatives (83%). Most recently, Ratchford, Lee, and Talukdar (2003) showed that among those who
recently purchased a new car, 39% used the Internet to get product information. As more and more
consumers search for information on the Internet, marketers need to better understand what causes
consumers to search for information on the Internet in order to help aid consumers in their
decision-making. The goal of this chapter is to provide a theoretical model to facilitate that
understanding.

This chapter is divided into the following sections. First, a comprehensive review and
critique of past research on information search behavior in general and online information search
in particular is provided. Second, a causal model of online information search is presented with
specific research propositions outlined. Third, potential theoretical and managerial implications
drawn from the proposed model are suggested.