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 dissertation examines the online consumer information search behavior, specifically exploring the influences of individual and contextual factors on search behavior and purchase outcomes. The study utilizes a lab experiment and a survey to determine how demographics, internet attributes, and involvement levels affect consumer web search patterns and purchasing decisions. Here are some key themes explored in the study:- The role of demographics in shaping online consumer behavior
- The impact of individual web characteristics, such as experience and skill, on search behavior
- The influence of internal and external sources of involvement (motivation) on the nature and extent of web searches
- The relationship between online search behavior and purchase performance
- The effectiveness of the web as an information environment for consumer decision-making
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction – This chapter provides an overview of the importance of online consumer information searches and the rapid adoption of the internet as a means of information acquisition. It highlights the significance of understanding consumer search behavior for both individuals and businesses.
- Chapter 2: Literature Review – This chapter delves into existing research on online consumer information search behavior, examining definitions, theoretical frameworks, and existing measurement models. The chapter also introduces the Source Site Target (SST) codification model, a newly proposed measurement schema designed to quantify session-wide web behaviors.
- Chapter 3: Hypotheses – This chapter outlines the hypotheses developed for the study, focusing on the relationships between demographics, internet attributes, involvement levels, and online consumer search behavior.
- Chapter 4: Experimental Method – This chapter details the experimental design, procedures, and measurements used in the study. It describes the contrived online product search-and-purchase task used to collect data and the specific measures taken to assess individual traits and web behaviors.
- Chapter 5: Analytical Methods and Results – This chapter presents the analytical methods employed to analyze the collected data and outlines the findings of the study. It includes information on data collection procedures, coding, preliminary data analyses, and hypothesis testing methods.
Schlüsselwörter (Keywords)
This research focuses on understanding online consumer information search behavior, encompassing a range of keywords and concepts. Key themes include consumer web behavior, web research methods, online consumer searches, online purchases, demographics, involvement, and the need for cognition. The study utilizes the Source Site Target (SST) codification model to measure and analyze web search behaviors.- 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
