Title page for ETD etd-01062006-144230

Type of Document

Dissertation

Author

Lee, Youngwon

Author's Email Address

wonlee29@yahoo.co.kr

URN

etd-01062006-144230

Title

The Determinants Of Consumers' Information Search Patterns In Online Marketing Communication

Degree

Doctor of Philosophy

Department

Communication, Department of

Advisory Committee

Advisor Name	Title
Gary R. Heald & Laura M. Arpan	Committee Co-Chair

Keywords

Perceived Risk Of Online Purchase
Brand Loyalty
The Internet Use
Structural Equation Modeling
Need For Closure
Accessibility
External Search
Consumers' Decision Process
Consumers' Information Search
Internal Search
Online Marketing Communication
Involvement With Online Purchase
Product Experience

Date of Defense

2005-12-07

Availability

unrestricted

Abstract

This study investigates consumers’ information search patterns in online purchases.
By investigating the information search patterns that proceed decision-making, this study provides insights into consumers’ choice behaviors. Using Bettman’s information processing theory, the effects of internal searches, situational factors, and individual differences were investigated in the context of online purchases. In this study, internal search processes were explained using accessibility theory. In addition, for a more in-depth investigation of consumers’ pre-purchase decision processes, three different product categories (digital cameras, laptop computers, and plasma TVs) were examined. Comparisons were made of the three sample sub-groups to document the consistency of the causal relationships among the study variables.
As this study was interested in Internet users who have had experiences with online purchases, an online consumer panel survey was used for data collection. Each respondent was randomly assigned to one of the product categories and asked to answer one of three parallel product questionnaires concerning digital cameras, laptop computers, or plasma TVs. A two-step structural equation model was employed to test the hypothesized relationships in each sample sub-group.
In this study, the relationships among prior product experience and perceived risk of online purchases, accessibility of favored product brands and external searches for product information, involvement with online purchases and external searches for product information, and need for closure and external searches for product information were consistent with the hypotheses. In contrast, the relationships between prior product experience and accessibility of favored product brands, product experience and external searches for product information, and perceived risk of online purchases and external searches for product information were mixed and inconsistent among the three sample sub-groups. The inconsistent results are discussed in depth.

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