scholarly journals Advances in Search Strategy Using the Set of Brand Considerations in the Web Ecosystem

2021 ◽  
Vol 11 (8) ◽  
pp. 3514
Author(s):  
Sungeun Kwon ◽  
Jonghyuk Kim ◽  
Zoonky Lee
Keyword(s):  
Digital Media ◽  
Information Search ◽  
Web Search ◽  
Search Strategy ◽  
Search Costs ◽  
Third Party ◽  
Online Information ◽  
Consumer Journeys ◽  
Information Search Behavior ◽  
The Postponement

This study explores changes in a set of brand considerations as a result of web search strategies. Survey and personal computer log data of car buyers were used to identify online information search behavior for brands and products. Through this study, we found that higher frequencies of brand searching are associated with how much consumer-initiated sites and third-party-initiated sites are used, while lower frequencies of brand searching are only related to how much brand-initiated websites are used. We also concluded that ambivalent messages on consumer-initiated sites lead to the postponement of a decision and a continued search for another brand. In addition, third party-initiated information sources lower search costs, which lead to longer consumer journeys and expand the set of brands considered and searched. The results of this study can help marketers understand the importance of their own media and aid in the development of a digital media strategy.

Information Search on the Internet

2011 ◽  
pp. 19-42 ◽  
Author(s):  
Byung-Kwan Lee ◽  
Wei-Na Lee
Keyword(s):  
Information Search ◽  
Search Behavior ◽  
Past Research ◽  
The Internet ◽  
Online Information ◽  
Consumer Decision Making ◽  
Online Purchase ◽  
Information Search Behavior ◽  
Specific Factors ◽  
Research Propositions

Information search is an integral part of the consumer decision making process. There is no doubt that the Internet contributes to, and will continue to affect, this function. However, a comprehensive understanding of what causes, motivates, and mediates information search behavior on the Internet is relatively lacking. Based on an in-depth review and critical critique of past research on information search behavior and, in particular, online information search, this chapter offers a causal model of online information search with 16 specific research propositions outlined. It argues that information search on the Internet should be investigated by considering Internet specific factors (i.e., skills, prior online purchase experience, attitude toward the Internet) as well as various antecedents including situational, product-related, and individual factors. Contribution and implications of the model for further understanding of information search behavior in the context of the Internet are also discussed.

Online information search and decision making: Effects of web search stance

2016 ◽  
Vol 56 ◽  
pp. 103-118 ◽  
Author(s):  
Rod D. Roscoe ◽  
Carola Grebitus ◽  
Joseph O'Brian ◽  
Adam C. Johnson ◽  
Irfan Kula
Keyword(s):  
Decision Making ◽  
Information Search ◽  
Web Search ◽  
Online Information

Consumer Pre-purchase Search in Online Shopping: Role of Offline and Online Information Sources

2017 ◽  
Vol 6 (1) ◽  
pp. 42-60 ◽  
Author(s):  
Krishna Akalamkam ◽  
Joy Kumar Mitra
Keyword(s):  
Information Search ◽  
Information Sources ◽  
Online Shopping ◽  
Search Behavior ◽  
Consumer Preference ◽  
Consumer Information ◽  
Online Information ◽  
Online Shoppers ◽  
Information Search Behavior ◽  
Consumer Information Search

Pre-purchase information search is an integral part of consumer decision-making process and buying behavior. Understanding consumer information search behavior is vital for organizations in order to plan their communication strategy and reach consumers effectively. Though consumer information search behavior is extensively studied in traditional brick and mortar purchase situations, there is dearth of research in understanding consumer information search behavior in online shopping occasions. Given the rapid growth in electronic retail over the last few years, it is imperative to understand consumer information search behavior in online buying situations. This study investigates the factors that influence the extent of usage of different information sources in pre-purchase information search by online shoppers through an empirical research among 1079 online shoppers. The analysis of data using multivariate analysis of covariance (MANCOVA) shows that consumers tend to use both traditional offline information sources and online information sources when they shop online. However, the preference for different online and offline information sources is likely to be different for hedonic and utilitarian products. Individual factors, such as Internet usage experience, need for cognition and age, also tend to influence consumer preference for different online and offline sources. This has important implications for e-marketers as they may need to use different communication channels depending on the nature of the product and the characteristics of their target consumers to effectively promote their offerings.

Understanding Web Information Search Behavior

2004 ◽  
pp. 102-126
Author(s):  
Christopher Hodkinson ◽  
Geoffrey Kiel
Keyword(s):  
Information Search ◽  
Web Search ◽  
Search Behavior ◽  
Consumer Information ◽  
External Information ◽  
Web Searching ◽  
Proposed Model ◽  
Behavioral Variables ◽  
Information Search Behavior ◽  
Behavior Models

This chapter develops a model of consumer Web search behavior. The model is derived from consumer external information search behavior models and also those relating to search behavior in physical and hypertext environments. Personal demographic and behavioral variables, which have been found to affect search behavior in conventional consumer information environments, are also discussed. Some of the unique features of the Web search environment are identified and the navigational skills required of Web searching consumers are considered. The relevance of personal Web skill and experience variables is also reviewed. A taxonomy of Web search actions is proposed as the basis for recording Web search behavior. The outcomes of information search behavior are discussed from decision-making and affective viewpoints. The variables discussed are then combined into a proposed model of Web search behavior and a research agenda detailed.

Online Information Search Behavior of Business School Aspirants

2017 ◽  
Vol 8 (4) ◽  
pp. 41-55
Author(s):  
Abu Sayeed Mondal
Keyword(s):  
Information Search ◽  
Business Education ◽  
Business School ◽  
Search Behavior ◽  
Online Information ◽  
School Students ◽  
Business Context ◽  
Intellectual Resource ◽  
Information Search Behavior ◽  
Actual Decision

In last two decades there are several forces that have impacted business education system. It prompts the business schools across the globe to have market oriented approach either to survive or to excel. In this changing scenario the students' roles in the system bear similarity to that of consumers in traditional business context. Accordingly, the researchers and practitioners have adapted the various marketing constructs – consumer behavior, service quality etc- to study the problems and prospects of this industry. The present study is an all round attempt to arrest the prospective business school students' information search behavior which precedes actual decision making stage. Factor analysis reveals that seven factors- intellectual resource, state of Infrastructure, scope of placement, accreditation and collaboration, ranking status, cost of the program, and admission procedure- are usually searched online by the aspirants at pre-admission stage.

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