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Assessment of antecedents of online consumers’ information search behavior

Title
Assessment of antecedents of online consumers’ information search behavior
Author
김보영
Keywords
Consideration set; Consumer behavior; Market mavenism; Perceived ease of use; Perceived usefulness
Issue Date
2016-06
Publisher
De la Salle University
Citation
Asia-Pacific Social Science Review, v. 16, NO 1, Page. 46-60
Abstract
Understanding consumers’ online information search behavior is of major importance in e-commerce for making appropriate strategic, technological, and marketing decisions to increase customer satisfaction and to obtain competitive advantage in the era of digitalized economy. The purpose of this paper is to compare information search behavior of both online and offline consumers in order to understand the characteristics of online consumers and their information search behavior, and to explore prospects of the Internet as a medium to reach consumers. Assessment of the difference between these two consumer groups provides insights to change the paradigm of consumer behavior in terms of information search and choice making process. Findings suggest significant managerial implications for advanced marketing activities and firms’ strategy in response to the emergence of online consumers who appear to have significantly different information search behavior compared to offline consumers.
URI
https://ejournals.ph/article.php?id=9855http://repository.hanyang.ac.kr/handle/20.500.11754/72427
ISSN
0119-8386
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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