| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 107 === Consumer decision process includes problem recognition, information search, evaluation of alternatives, purchase and post-purchase behavior. However, most of the past studies only discuss the part of the purchase behavior, ignoring the information search behavior. Therefore, this study utilizing product category, website functions, website scope and demographic variables, to discuss the heterogeneity in consumer online browsing behavior. An analysis of the online behavior of a representative sample of U.S. consumers shows that comparing to experienced goods, consumers tend to browse greater breadth (total number of pages) and lower information search depth (time per page) in search goods. In addition, the website functions are factors that affect the information search behavior. When the website has a consumer feedback mechanism or a multimedia demonstration, consumers tend to search for a lower breadth, but greater search depth significantly. Finally, the type of website also affects the consumer information search behavior. Compared with the generalists, when consumers visit specialists, tend to search greater breadth and lower depth of information.
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