Pre-purchase Information Search Research Articles

Unpacking risk aversion and uncertainty avoidance: an analysis from a tourists’ personality traits and information search perspective

ABSTRACT Tourists’ behaviours are significantly affected by their risk aversion and uncertainty avoidance. However, several studies found that these two traits are often used interchangeably. Using partial-least-squares structural equation modelling to analyse data obtained from 386 Chinese residents, this paper unpacks how two concepts relate to tourists’ personality traits and their various information search behaviours. While results confirm similarities between the two concepts, including how they affect tourists’ pre-purchase information search and their associations with personality traits such as agreeableness, extraversion, and openness, they also surface their inconsistent association with conscientious and neurotic personalities traits, as well as tourists’ ongoing information search behaviour. Findings suggest that the relationship between risk aversion and uncertainty avoidance is more complex than previously thought, with some apparent dissimilarities in terms of how each concept affects consumer behaviour. Future research and practice in tourist management should consider these two interrelated but not always identical concepts to arrive at more precise conclusions.

Subjective Knowledge, Perceived Ability, Motivation, and Age: A Mediated Moderation Model of Antecedents of Stock Market Investors’ Information Search

Information search is one of the major steps in the consumer purchase decision-making process and is also essential in making a sensible choice. Researchers have attempted in a variety of ways over the past few decades to explore consumers’ information search behaviour, largely for consumer goods. Today’s rapidly expanding financial services markets are also attracting researchers’ interest in investigating investors’ information search processes. Investors pursue information search activity to manage their expected return on their investment. The information search process helps them to create knowledge for better decision-making. Financial service providers are keen to understand investors’ information search process to establish client-centric advisory services. The present study focuses on exploring relationships among the antecedents of stock market investors’ pre-purchase information search behaviour. In a mediated moderation model, interrelationships between subjective knowledge perceived ability to search, and motivation to search were investigated. The role of investors’ age was also explored as a moderating variable.

Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model

PurposeThe purpose of this study is to examine the relationships between the dimensions of the pre-purchase information search (PS) such as direction (reliance on the information sources-RIS) and pattern (reliance on the utilitarian value-RUV), moderating role of the online shopping experience (OSE), and their influence on the behavior of the socialization agents (family communication (FC), peer communication (PC), TV advertising-TVAdv, social media communication (SMC)) for buying branded apparel.Design/methodology/approachThis study used a questionnaire, and a total of 458 responses were obtained. A measurement model with the dimensions of the pre-purchase information search and socialization agents was analyzed using confirmatory factor analysis. The conceptual model with hypotheses (direct and moderated effects) was analyzed using a moderated approach using Hayes Macros.FindingsThe findings confirm the significant influence of the dimensions of the PS (RIS and RUV) on the behavior of socialization agents for buying branded apparel with the strongest influence of RIS on SMC. The moderated effects of OSE between the dimensions of PS and socialization agents are found to be significant except for the relationship between RIS and FC. The direct effects of the RIS and RUV on the socialization agents are higher for consumers having high OSE and lower for consumers having low OSE.Originality/valueThe findings contribute to the growing body of literature on the PS, highlighting the importance of consumer socialization for the purchase decision of consumers in emerging markets. No previous studies have applied a psychological approach to explain the variation in the external search incorporating the dimensions like direction (RIS) and pattern (RUV), which did not receive research attention so far. This study uniquely sets a new direction for the researchers by establishing a theoretical linkage between the dimensions of PS that can act as antecedents and can significantly influence the behavior of socialization agents using the consumer socialization approach based on the social learning theory. The results reveal the strongest influence of SMC and establish the moderating role of OSE for the buying decision of branded apparel. The findings are valuable for online marketers who must acknowledge that social media is the strongest platform for reaching customers and must create a formal page for displaying their latest updates about their products and services. Marketers must engage all the family members through online contests and feedback sessions for developing trust for online shopping platforms.

구매전 정보탐색 노력과 정보원 의존도에 따른 홈패션 제품 구매 평가기준의 차이

The purpose of this study is to confirm that the evaluation criteria for purchasing home-fashion products can vary depending on the information searching behavior. An online survey was conducted to collect data and 257 responses were analyzed in total using exploratory factor analysis, MANOVA, two-way ANOVA, and t-test via SPSS 21.0. The results showed that the purchase evaluation criteria have five sub-dimensions: brand reputation, brand value, price fit, functional performance, and design superiority. According to the results of MANOVA, marketer-driven information source dependency affected brand reputation, brand value, price fit, and design superiority, and there was a significant interaction effect between pre-purchase information search effort and marketer-driven information source dependency on design superiority. Consumer-driven information source dependency significantly affected brand reputation, brand value, and design superiority. The interaction effect between information search effort and consumer-driven information source dependency on price fit was revealed. This study implies that marketer-driven or consumer-driven information source dependency affects how consumers evaluate products and consumers choose the criteria based on their information search. This study provides academic and practical implications regarding the evaluation of home fashion product criteria based on consumer information search behavior.

Applying Complexity Theory To Understand Chinese Consumers’ Decision-Making In Innovative Products

This study is the first to apply complexity theory to identify antecedent paths, involving perceived risks (functional risk and emotional risk), innate consumer innovativeness, and consumers’ demographics related to information search (ongoing search and pre-purchase search), in the innovative products context. This study contributes a new perspective to Chinese innovation literature, using a configurational analysis, namely, fuzzy-set qualitative comparative analysis (fsQCA), which is based on an asymmetrical mode of thinking about the relationships among variables. The findings demonstrate the tenets (equifinality, complexity, and asymmetry) of configurational analysis and reveal configurations of antecedents that are sufficient for consistently predicting the conditions when perceived risk associates with information search in the innovative products context. Namely, perceived risk (functional risk and emotional risk) in recipes with innate consumer innovativeness and/or demographic antecedents are sufficient in predicting a high or low level of ongoing and pre-purchase information search. This research contributes to the literature on perceived risk, information search, and innovation management, particularly in the context of Chinese innovation.

Consumer Pre-purchase Search in Online Shopping: Role of Offline and Online Information Sources

Pre-purchase information search is an integral part of consumer decision-making process and buying behavior. Understanding consumer information search behavior is vital for organizations in order to plan their communication strategy and reach consumers effectively. Though consumer information search behavior is extensively studied in traditional brick and mortar purchase situations, there is dearth of research in understanding consumer information search behavior in online shopping occasions. Given the rapid growth in electronic retail over the last few years, it is imperative to understand consumer information search behavior in online buying situations. This study investigates the factors that influence the extent of usage of different information sources in pre-purchase information search by online shoppers through an empirical research among 1079 online shoppers. The analysis of data using multivariate analysis of covariance (MANCOVA) shows that consumers tend to use both traditional offline information sources and online information sources when they shop online. However, the preference for different online and offline information sources is likely to be different for hedonic and utilitarian products. Individual factors, such as Internet usage experience, need for cognition and age, also tend to influence consumer preference for different online and offline sources. This has important implications for e-marketers as they may need to use different communication channels depending on the nature of the product and the characteristics of their target consumers to effectively promote their offerings.

An Optimization Model for Mapping Organization and Consumer Preferences for Internet Information Channels

The evolution of information technology has resulted in increasingly fragmented digital media and multiple information channels. Organizations can develop comprehensive insights into consumer behavior and preferences by evaluating customers' perceptions of the various Internet channels that are available. Such insights can be used to identify which information channels can be employed to effectively reach and communicate with a target market and, thus, to optimize marketing strategies. This paper commences with a comprehensive literature review of existing research on consumer information search patterns and strategies, with a particular focus on Internet channels. The literature review is employed to develop a set of criterion by which consumer search preferences can be better understood. This criterion is subsequently used to develop a optimization model for organization that can effectively align marketing practices with customers' search processes and preferences during their pre-purchase information search.

Impact of destination familiarity on external information source selection process

Abstract Utilizing a conjoint analysis approach, this study aims to examine the impact of destination familiarity on the relative importance of external information sources for domestic and international travelers during the pre-purchase information search process. Data for this study were collected from 719 tourists traveling to Sardinia (Italy). Findings reveal that the level of destination familiarity is a critical determinant of the importance domestic and international travelers attach to different external information source categories and related sub-categories. For example, the online personal information sources category is found to be the most important for domestic travelers with low destination familiarity while the personal information sources category is the most important information source category for international travelers with low destination familiarity. Contradicting the general belief that the social networking sites such as Facebook plays a critical role in individuals’ consumption behavior, findings suggest that the social networking sites are not that influential when it comes to travel and destination selection decisions. Both theoretical and practical contributions of this study to the literature and managerial implications are discussed, and suggestions for further research are provided.

A Comprehensive Typology of Prepurchase, External Information Searchers

ABSTRACTVarious studies in the information search literature in the past have uncovered differing sets of prepurchase external‐information search patterns exhibited by individuals. However, across all these studies there has been little consistency not only in these reported patterns, but also in the terminology used to describe each of them. This paper seeks to address this major gap in the literature. Based on an exhaustive review of the prior empirical literature on prepurchase information search patterns, for the first time in the literature, a comprehensive supertypology is proposed in this paper that accounts for all the searcher types reported in this prior literature. Further, also for the first time in the literature, this paper seeks to explain these searcher types using an accepted theoretical framework. As must be pointed out, all of the prior searcher types uncovered (and reviewed in this paper) were empirically driven and devoid of theory. In this paper, also for the first time in the literature, testable, theory‐based propositions are developed for each searcher type in the proposed typology. Finally, this paper concludes with a discussion as to why this typology is needed and how it could be used by practitioners and theoreticians in marketing.

Pre-purchase information search: too many sources to choose

Purpose Because of the increasing volume of information spread in physical and online environments, a consumer intending to purchase a product or service must choose not only what to buy but also which sources to consult when searching for information that may aid decision-making. This study aims to understand how consumers choose their sources of information in pre-purchase external searches, given the information overproduction scenario. Design/methodology/approach Using a qualitative approach, data collected through interviews with consumers were analyzed under the technique of content analysis, and the results were synthesized into a framework. Findings Consumers tend to consider few sources of information, based on a previously built perception of which sources are more or less appropriate for consultation. Choice tends to be based on pre-established evaluation criteria involving the use of heuristics in the form of socialized images regarding those sources. Research limitations/implications Despite the study’s exploratory nature, the proposed framework sheds light into how consumers respond to information overproduction when choosing their sources, providing interesting venues for future investigations. Practical implications The study identified the possible occurrence of consumer confusion associated with information sources, extending the theoretical understanding of such a concept. Moreover, it revealed the need for managers to consider specific aspects related to the sources to be included in marketing communications. Originality/value This is the first study to address choice of information sources associated with consumer confusion focusing the offline/online scenario.

Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators

In recent years, the growth in technology has resulted in digital media fragmentation and the proliferation of internet marketing mediums. As a result of the emergence of digital marketing channels, marketers have started to place an increased focus on understanding consumer preferences. Previous research has concentrated on the comprehensive study of consumer preferences for individual pre-purchase information search channels; however, very little research has been conducted on user's preferences in terms of how a combination of these individual channels can be employed and the role that demographic parameters play in determining these preferences. This study employed a hybrid fuzzy multi criteria group decision (HFMCGD) system to measure the role that demographic parameters play in influencing individual's preference for pre-purchase information channels. Fuzzy AHP was employed to identify the criteria that influences consumer's search for pre-purchase information on the internet according to demographic parameters such as gender, age and monthly income. Fuzzy TOPSIS was then used to rank different combinations of pre-purchase channels according to the same demographic parameters.

Antecedents of Consumer Preference for Information Sources for Acquiring Corporate Information

Previous research has largely ignored the information sources that consumers use for knowing the company behind the products. This research adds new insights to the corporate branding as well as to the information acquisition literatures by investigating the information sources consumers prefer for acquiring information about the company behind the products during pre-purchase information search. It further explores the influence of purchase situation risk and consumer characteristics (expertise with the product category, purchase involvement and need for cognition (NFC)) on consumer preference for different corporate information sources. Questionnaire-based data are gathered from 588 consumers. Regression analysis is used to test the hypotheses. The findings reveal that intrapersonal source is the most important source for the consumers to acquire corporate information. Among the external information sources, third-party sources are the most important followed by the company-controlled sources, whereas resellers and interpersonal sources are the least important sources to the consumers. Further, third-party sources, company-controlled sources and resellers are more important to consumers in high-risk purchases than in low-risk purchases. Consumers with high expertise prefer intrapersonal source and do not examine external sources. High-involvement consumers favour all types of information sources. Individuals with high NFC do not consult interpersonal sources, rather prefer to utilize intrapersonal source. This study would help corporate marketing practitioners in choosing the appropriate corporate information sources, and hence in devising successful corporate communication strategies.

Role of Social Media in Pre-purchase Consumer Information Search: A Uses and Gratifications Perspective

The ICT’s brought new opportunities for gathering pre-purchase product information. With the help of social media, Consumer Information Search (CIS) has been more refined and specified. The purpose of this study is to identify the need categories of pre-purchase Consumer Information Search based on Uses and Gratifications theory. The model was examined through fully structured questionnaire by using bivariate and factor analysis on a sample of 246 respondents. This study was conducted in Chinese context; therefore results and implication are limited because western social media is quite different than eastern social media. The contribution of this study presented four social media need categories that influence consumer information search (cognitive, social integrative, affective and personal integrative). The finding showed that entertainment and pleasure with social interactions are vital need categories for pre-purchase information search. For enhancing CIS behavior, marketing managers have to provide more information about product & its usage and should use consumer engagement tools for increasing social interaction such as building online brand communities. DOI: 10.5901/mjss.2015.v6n1p11

Decomposing the Impact of Advertising: Augmenting Sales with Online Search Data

Unlike sales data, data on intermediate stages of the purchase funnel (e.g., how many consumers have searched for information about a product before purchase) are much more difficult to acquire. Consequently, most advertising response models have focused directly on sales and ignored other purchase funnel activities. The authors demonstrate, in the context of the U.S. automotive market, how consumer online search volume data from Google Trends can be combined with sales data to decompose advertising's overall impact into two underlying components: its impacts on (1) generating consumer interest in prepurchase information search and (2) converting that interest into sales. The authors show that this decompositional approach, implemented through a novel state-space model that simultaneously examines sales and search volumes, offers important advantages over a benchmark model that considers sales data alone. First, the approach improves goodness-of-fit, both in and out of sample. Second, it improves diagnosticity by distinguishing advertising effectiveness in interest generation from its effectiveness in interest conversion. Third, the authors find that overall advertising elasticity can be biased if researchers consider only sales data.

In what sequence are information sources consulted by involved consumers? The case of automobile pre-purchase search

This study investigates the relationship between involvement and use of multiple information sources in the case of pre-purchase information search for automobiles. We consider the moderating role played by the sequence in which information sources are consulted. We explore our theoretical framework on a sample of 1261 Dutch consumers using a combination of structural equation modelling and cluster techniques. The results lend support for the claim that more involved consumers search more, and across more, information sources. We also identify clusters of consumers based on their search strategies, as defined by the sequencing of information sources used. Finally, research and managerial implications are discussed.

Photograph, Information Search and Tourism Marketing

In the age of globalization, being aware of tourist information search behavior is a fundamental factor for marketing management to decide and provide an effective marketing and service to their potential travelers. As information search is a first step in travel decision making therefore, marketers can provide proper information and influence travelers to make decision. Understanding Pre-purchase information search behavior has been an important concern for researchers on both theoretical and applied ground since early nineteen century till present. The provided information can be text based, image based (photograph) and voice based. The overall purpose of this paper is to better understanding of tourist data preference while searching for information. It explains how important and useful photograph can be in tourism information search and marketing in general. It is also shows the power of photograph to show the place characters. The data was collected from 204 tourists all over the world as well as related available secondary sources. The result of the study can be useful for tourism marketers to provide information related to tourists needs and desire.

The information search process of socially responsible investors

Largely fuelled by an increasing social and ethical concern among private investors, socially responsible investment (SRI) has, in many ways, gone from having a marginal role to becoming a ‘mainstream’ financial service in recent years. SRI is an investment process that, in addition to the ‘traditional’ financial objective of investment, also uses social, ethical or environmental (SEE) criteria when making investment decisions. However, despite the growth of the market for SRI profiled mutual funds, very little research has been carried out with the objective of understanding the decision-making process of private SR-investors. In order to address this gap in the literature, this article addresses one stage in the SR-investor decision-making process: consumer pre-purchase information search. Using a sample of 369 SR-investors, the results of the study indicate that SR-investors search more for SEE information, such as the criteria used for exclusion of stocks than for ‘regular’ financial information such as past financial return and level of risk. Moreover, the study also indicates that involvement and perceived knowledge with regard to both financial and SEE issues impact the nature of the information search process of private SR mutual fund investors.

The habit of holidays

Generally, people's decision-making processes leading to their going on holiday are defined as complex processes characterized by high degrees of uncertainty and risk; substantial expenditure; and elaborate pre-purchase information search. However, the series of qualitative interviews which this article reports suggest that it is too simplistic to define up-front holiday decision-making processes as extensive problem-solving. The interviews reveal three patterns of holiday decision-making among the Danish informants. For those informants who view holidays away from home as central to their lives, decision-making processes are `habitualized'. Those informants for whom holidays are of lesser importance rely on ad-hoc, low involvement, decision-making. Only the final group of informants, who have recently started to go on new types of holidays, engage in extensive problem-solving. Drawing on Berger and Luckman's discussion on institutionalization, this article explores why extensive problem-solving is only one of the different decision-making processes that people rely on when planning their holidays.

Factors affecting consumer use of the Internet for information search

The Internet opens new opportunities for conducting pre-purchase information search. Lower search costs have been found to affect use of the Internet for this purpose. Benefits in terms of the large amounts of information available and freedom from physical contact with sales staff have also been found to affect the use of the Internet for information search positively. In this paper, low costs and benefits are put together in a model. The model was tested by means of structural equation modeling on a sample of Danish Internet users ( n = 233). The main result is that the amount of Internet use affects use of the Internet for pre-purchase information search more than perceived low search costs and perceived availability of information. Further, the test of the model did not support that pleasure in shopping and a preference for personal contact to sales staff affect the use of the Internet for information search.

Antecedents of consumer relative preference for interpersonal information sources in pre-purchase search

Past research has demonstrated clearly the importance of pre-purchase information search within the buying process. Scholars have identified several sources used by consumers in order to obtain information relevant to their purchase situation. Among the various information sources, interpersonal non-commercial sources seem to play an important role in consumers' choice decisions. The present study examines potential antecedents of consumer relative preference for interpersonal information search. The proposed antecedents include personality traits such as individuals' susceptibility to interpersonal influence, their need for cognition and their self-confidence, as well as individual differences in product knowledge and perceived risk associated with the purchase of a specific product. Using structural equation modelling on survey data (419 respondents), seven hypotheses — describing relationships between the diverse variables of the model — were tested. The results indicate that consumer relative preference for interpersonal information search was significantly influenced by consumers' susceptibility to interpersonal influence, their need for cognition, their self-confidence and their product knowledge. Consumers' product knowledge also influenced their perceived risk, which did not affect their preference for interpersonal search significantly. Copyright © 2005 John Wiley & Sons, Ltd.