Abstract
This study explores changes in a set of brand considerations as a result of web search strategies. Survey and personal computer log data of car buyers were used to identify online information search behavior for brands and products. Through this study, we found that higher frequencies of brand searching are associated with how much consumer-initiated sites and third-party-initiated sites are used, while lower frequencies of brand searching are only related to how much brand-initiated websites are used. We also concluded that ambivalent messages on consumer-initiated sites lead to the postponement of a decision and a continued search for another brand. In addition, third party-initiated information sources lower search costs, which lead to longer consumer journeys and expand the set of brands considered and searched. The results of this study can help marketers understand the importance of their own media and aid in the development of a digital media strategy.
Highlights
In a digitized multimedia environment, consumers search for brand and product information online before purchasing [1,2,3]
Many of the previous studies conducted by information retrieval (IR) researchers have usually focused on the search process or difference of search strategy depending on previous knowledge/experience, question factors, or user education instruments [10,15,16]
We aimed to understand how different web search strategies influenced the size of brand considerations, and the results indicated five main findings
Summary
In a digitized multimedia environment, consumers search for brand and product information online before purchasing [1,2,3]. Many of the previous studies conducted by information retrieval (IR) researchers have usually focused on the search process or difference of search strategy depending on previous knowledge/experience, question factors, or user education instruments [10,15,16]. In the external search process, the first step is to select the product or brand under consideration for purchase. We assume that stimuli from diverse online information sources can increase or decrease the number of products or brands under a set of considerations. We investigated which type(s) of online information sources stimulate changes in brands in the set of considerations
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