Abstract
Abstract The purpose of this study was to examine external search by marine recreational anglers. Both prepurchase and ongoing external search were examined as a function of (a) the perceived importance of information to fishing success and (b) the perceived difficulty of information acquisition. In addition, the effects of previous experience, knowledge, and involvement on the perceived information importance and difficulty measures were examined. The results indicate that information importance is a significant determinant of both prepurchase and ongoing external search. Furthermore, ongoing external search and the balance of prepurchase to ongoing search activities are also influenced by enduring involvement and previous experience.
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