Despite the prevalent use of the Web for consumer information searches, very little is known about this behavior or the influences that individual and contextual factors may have on it. Moreover, no methodology exists for comprehensively measuring the complex array of behaviors that occur during a consumer Web session. Accordingly, a lab experiment, a contrived online product search-and-purchase task, was used to determine how these factors influence search behavior and purchase outcomes. Purchase contexts were manipulated by variations in task instructions. A survey was used to measure individual traits. A newly proposed measurement schema, the Source Site Target codification model, was used to quantify session-wide Web behaviors—leading to a variety of original findings. Contrary to past research, education was a non-factor and women outperformed men across online search behaviors. Age was negatively associated with consumer Web searches. Contrastingly, Web experience and search skill were positively associated with consumer Web searches, whereas purchase experience was negatively associated with consumer Web searches. Individual and contextual derivations of involvement (motivation) influenced not only the extent of a given Web search, but the nature of the search as well. Surprisingly, although individual and situational factors significantly and sometimes dramatically impacted consumer Web behaviors, changes in behavior were not associated with purchase performance. While the Web is adaptable to a variety of users, it is not a “perfectly efficient” medium. Individuals were susceptible to making sub-optimal purchase decisions regardless of individual traits or contexts.
Key Words: Consumer Web Behavior, Web Research Methods, Online Consumer Searches, Online Purchases, Demographics, Involvement, and the Need for Cognition.
Inhaltsverzeichnis (Table of Contents)
- Chapter 1: Introduction
- Chapter 2: Literature Review
- Defining Online Consumer Information Search Behavior
- Understanding Online Consumer Information Search Behavior
- The Decision to Use the Web as a Consumer Information Resource
- Web Navigation and the Process of Online Information Searches
- Consumer Search Behavior and Interdisciplinary Cognitive Foundations
- Categorizing and Measuring Online Consumer Information Search Behavior: the SST Web Behavior Measurement Model
- Chapter 3: Hypotheses
- The Web as an Information Environment and Consumer Search Behavior
- Demographics and Consumer Web Searches
- Individual Web Characteristics and Consumer Web Searches
- Sources of Involvement and Consumer Web Searches
- Chapter 4: Experimental Method
- Human Subjects Review Committees
- Experimental Design
- Experimental Procedure
- Measurements
- Chapter 5: Analytical Methods and Results
- Analytical Methods
- Data Collection Procedure and Overview
- Coding and Transcribing Consumer Web Behavior
- Preliminary Data Analyses
- Hypothesis Testing Methods
- Results
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to understand online consumer information search behavior and the factors influencing it. A lab experiment using a simulated online purchase task was conducted to investigate how individual demographics, internet attributes, and levels of involvement affect search behavior and purchase outcomes. A novel measurement model, the Source Site Target (SST) codification model, was developed to quantify online search behaviors.
- Influence of demographics (age, gender, education) on online search behavior.
- Impact of internet experience and search skills on online search strategies.
- Role of internal and external sources of involvement (motivation) in shaping search behavior.
- Relationship between online search behavior and purchase outcomes.
- Evaluation of the SST model as a comprehensive measure of online search behavior.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Introduction: This chapter introduces the rapid adoption of the internet and its prevalent use for information acquisition and e-commerce. It highlights the importance of understanding external consumer information searches, emphasizing their role in connecting consumers with businesses and shaping markets. The chapter underscores the need for research in this area to understand how consumers find and utilize information, impacting their purchasing decisions and overall well-being.
Chapter 2: Literature Review: This chapter provides a comprehensive review of existing literature on online consumer information search behavior. It defines the concept, explores the decision-making process behind using the web for information searches, analyzes web navigation patterns, and examines the interdisciplinary cognitive foundations of consumer search behavior. A key element is the introduction and explanation of the Source Site Target (SST) Web behavior measurement model, a crucial methodological contribution of the study.
Chapter 3: Hypotheses: This chapter presents the hypotheses formulated based on the literature review. It details expected relationships between various demographic factors (age, gender, education, web experience), individual web characteristics (search skill, purchase experience), and sources of involvement (motivation) on consumer web search behavior. These hypotheses predict the impact of these factors on both the extent and nature of online searches.
Chapter 4: Experimental Method: This chapter meticulously describes the experimental methodology employed in the study. It outlines the procedures followed by the Human Subjects Review Committees, details the experimental design including the simulated online product search-and-purchase task used, describes the experimental procedure, and explains the various measurements taken to collect data on consumer web behavior and relevant individual traits.
Chapter 5: Analytical Methods and Results: This chapter thoroughly explains the analytical methods used to process and analyze the data collected in the experiment. It details the data collection procedure, the coding and transcription methods for consumer web behavior, and the statistical techniques used for preliminary data analyses and hypothesis testing. The chapter presents the results of the analyses, offering insights into the relationships between the variables under investigation.
Schlüsselwörter (Keywords)
Consumer Web Behavior, Web Research Methods, Online Consumer Searches, Online Purchases, Demographics, Involvement, Need for Cognition, Source Site Target (SST) Model.
Frequently Asked Questions: A Study of Online Consumer Information Search Behavior
What is the main topic of this study?
This study investigates online consumer information search behavior and the factors influencing it. It examines how demographics, internet attributes, and levels of involvement affect search behavior and purchase outcomes.
What is the methodology used in this study?
The study employs a lab experiment using a simulated online purchase task. A novel measurement model, the Source Site Target (SST) codification model, was developed to quantify online search behaviors. Data was collected and analyzed using statistical techniques to test the formulated hypotheses.
What are the key themes explored in this study?
Key themes include the influence of demographics (age, gender, education) on online search behavior; the impact of internet experience and search skills on online search strategies; the role of internal and external sources of involvement (motivation) in shaping search behavior; the relationship between online search behavior and purchase outcomes; and the evaluation of the SST model as a comprehensive measure of online search behavior.
What are the key hypotheses tested in this study?
The study tests hypotheses regarding the relationships between demographic factors, individual web characteristics (search skill, purchase experience), and sources of involvement on consumer web search behavior. These hypotheses predict the impact of these factors on both the extent and nature of online searches.
What are the key findings of this study (in general terms)?
The study's results offer insights into the relationships between the variables under investigation (demographics, internet attributes, involvement, search behavior, purchase outcomes). Detailed results are presented in Chapter 5.
What is the Source Site Target (SST) model?
The SST model is a novel measurement model developed in this study to quantify online search behaviors. It's a crucial methodological contribution of the research.
What are the chapters included in this study and what do they cover?
The study includes five chapters: Chapter 1 (Introduction), Chapter 2 (Literature Review), Chapter 3 (Hypotheses), Chapter 4 (Experimental Method), and Chapter 5 (Analytical Methods and Results). Each chapter covers a specific aspect of the research, from introducing the topic and reviewing existing literature to outlining the methodology, presenting results, and drawing conclusions.
What are the key words associated with this study?
Key words include: Consumer Web Behavior, Web Research Methods, Online Consumer Searches, Online Purchases, Demographics, Involvement, Need for Cognition, Source Site Target (SST) Model.
- Quote paper
- Steven Sowma (Author), 2009, Online Consumer Information Search Behavior and the Source Site Target Codification Model, Munich, GRIN Verlag, https://www.grin.com/document/180613
