Consumer Search Behavior in Online Shopping Environments
Karl Reiner Lang
City University of New York (CUNY) - Department of Statistics and Computer Information Systems
Hong Kong University of Science & Technology (HKUST) - Department of Finance
CUNY Baruch College - CIS, Zicklin School of Business
e-Service Journal, Vol. 4, No. 1, pp. 87-102, 2005
This paper explores search behavior of online shoppers. Information economics literature suggests that search cost in electronic markets has essentially been reduced to zero as consumers are able to use powerful search tools, free of charge, to easily find and compare product and shopping information on the Internet. In the present research, however, we present a research model proposing that users need to spend time and effort when completing search tasks, resulting in significant search cost and a trade-off between search cost and search performance. Preliminary
findings from an Internet experiment indicate that search task complexity, search engine capability, search strategy, and user experience are important factors determining search cost and performance.
Number of Pages in PDF File: 17
Keywords: Consumer search behavior, search cost, search engines, search strategies, online shoppingAccepted Paper Series
Date posted: December 12, 2007
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