لطفا منتظر باشید ...
Chapter I: e-Search: AConceptual Framework of Online Consumer Behavior
Kuan-Pin Chiang
Long Island University, USA
Ruby Roy Dholakia
University of Rhode Island, USA
Stu Westin
University of
Rhode Island, USA
Abstract
The continued success of online shopping will be determined by the
degree to which consumers utilize the Internet during their decision making process, mainly the
acquisition of product information. This chapter addresses consumers’ goal-directed information
search in the online marketplace. To understand consumer search behavior in this unique
environment, relevant theoretical perspectives are drawn to provide a conceptual framework that
provides an explanation of consumers’ online search behavior. In an environment characterized by
human-computer interaction, the framework includes consumers’ choice to search information online
and two sets of variables – domain and system (personal) and interruptions and information load
(system), affecting information search between and within Web sites. Several implications of this
conceptual framework are also discussed.
