Effects of External Information Search Behaviour and the Role of prior Knowledge in Internet Shopping
A significant trend in buying behaviour is consumer information search on the Internet and subsequent purchase online. However, conversion rate from search to purchase has been lower than anticipated leaving marketers and academicians to contemplate how best to turn browsers into buyers. A move in t...
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University of Manchester
2007
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.492761 |
| Summary: | A significant trend in buying behaviour is consumer information search on the Internet and subsequent purchase online. However, conversion rate from search to purchase has been lower than anticipated leaving marketers and academicians to contemplate how best to turn browsers into buyers. A move in this direction entails a more thorough understanding of ongoing search and goal-directed search online. In this study, we examine a causal link between ongoing search/browsing and goal-directed/ pre-purchase search which has yet to be tested in empirical research in offline and online environments. |
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