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Product information search online: three case studies investigating online consumer behavior
2003 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

An important aspect of consumer behavior in electronic environments is the search habits consumers adopt when gathering information before making a purchase decision. Very little research has been conducted within this area and therefore, the aim of this study was to gain a better understanding of how consumers search for product information online. More specifically, this study further explores the factors that influence consumers in their product search activity online, as well as the preferred search tools and search habits utilized. In addition, the problems associated with product information search online, and the potential shortcuts employed, were points of focus. The empirical data was gathered through three focus group interviews with students from three different areas of the world, namely, Asia, Europe, and North America. The findings and conclusions of this study indicated that there are several factors that influence consumer search activity online. In addition, a few different preferred search tools used for product information search online were detected, as well as, a few different problems associated with searching on the Internet. Finally, it was found that information seekers utilize mental shortcuts in order to reduce the amount of information searched online.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, information search, consumer behavior, search heuristics, search tools, Internet
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-42342ISRN: LTU-SHU-EX--03/154--SELocal ID: 05c9d10c-1298-4f96-9015-159b35f0a912OAI: diva2:1015562
Subject / course
Student thesis, at least 15 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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