NDLI: Search Mode and Purchase Intention in Online Shopping Behavior (2003)

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Search Mode and Purchase Intention in Online Shopping Behavior (2003)

Content Provider	CiteSeerX
Author	Pedersen, Per E. Nysveen, Herbjørn
Abstract	This study focuses on the effect of website visitors' goal-oriented search mode on purchase intention in online environments. In a study of 874 respondents recruited from 13 online shops representing a diversity of product categories and customer segments, the effect of visitors' goal-oriented search mode on purchase intention is found to be moderated by product involvement and product risk. Furthermore, product involvement, product risk, product knowledge and Internet experience are found to have positive effects on the degree of goaloriented search mode of the visitors. Also, product knowledge and Internet experience are reported to have direct positive effects on purchase intention. The results point to the importance of understanding the characteristics of website visitors, and to customize the support and search services offered on the website to the characteristics and preferences of the individual visitor. Customization of this kind may partly be based on immediate visitor history (referrer) and may be used to increase purchase intention, and eventually online sales. Keywords: search mode, purchase intention, product knowledge, product risk, product involvement, Internet experience 1.
File Format	PDF
Volume Number	2
Journal	International Journal of Internet Marketing and Advertising
Language	English
Publisher Date	2003-01-01
Access Restriction	Open
Subject Keyword	Purchase Intention Search Mode Internet Experience Online Shopping Behavior Product Involvement Product Risk Product Knowledge Website Visitor Goal-oriented Search Mode Direct Positive Effect Search Service Immediate Visitor History Individual Visitor Product Category Online Sale Online Environment Customer Segment Online Shop Result Point Positive Effect
Content Type	Text
Resource Type	Article

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