Consumer Search Behavior on the Mobile Internet: An Empirical Analysis

This study investigates customer satisfaction based on a typology of consumer search behavior. The findings demonstrate that the type of consumer as defined by whether and how they search for information (passive, rational-active, and relational-dependent) has different level of satisfaction. Rational-active and relational-dependent consumers are found to be the dominant consumer types who actively search for information before purchasing a product and thus perceive a higher level of satisfaction than do passive consumers. The identification of satisfaction within each type of consumer provides a reason for customers to repurchase the same product, or recommend it to other people. As a result, companies will be able to achieve an increase in profitability. Recommendations for companies and future research directions are presented.

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e-Search

Web Systems Design and Online Consumer Behavior ◽

10.4018/978-1-59140-327-2.ch001 ◽

2011 ◽

pp. 1-18 ◽

Cited By ~ 2

Author(s):

Kuan-Pin Chiang ◽

Ruby Roy Dholakia ◽

Stu Westin

Keyword(s):

Conceptual Framework ◽

Web Sites ◽

Information Search ◽

Product Information ◽

Search Behavior ◽

Consumer Search ◽

Online Marketplace ◽

Theoretical Perspectives ◽

Directed Information ◽

Online Search Behavior

The continued success of online shopping will be determined by the degree to which consumers utilize the Internet during their decision making process, mainly the acquisition of product information. This chapter addresses consumers’ goal-directed information search in the online marketplace. To understand consumer search behavior in this unique environment, relevant theoretical perspectives are drawn to provide a conceptual framework that provides an explanation of consumers’ online search behavior. In an environment characterized by human-computer interaction, the framework includes consumers’ choice to search information online and two sets of variables – domain and system (personal) and interruptions and information load (system), affecting information search between and within Web sites. Several implications of this conceptual framework are also discussed.

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Portals in Consumer Search Behavior and Product Customization

Human Computer Interaction ◽

10.4018/978-1-87828-991-9.ch106 ◽

2009 ◽

pp. 1673-1677

Author(s):

Ian Michael

Keyword(s):

Search Behavior ◽

Consumer Search ◽

Web Content ◽

Portal Site ◽

One Stop ◽

America Online ◽

Product Customization ◽

Time Warner ◽

E Mail

A portal is defined as an entrance point to online content. The portal concept has evolved across a number of markets and applications. Customer portals focus on individual customer and offer a one-stop Internet access. By providing a number of services, such as searches, shopping, e-mail, and games, portals allow individuals to avoid browsing the Web but to in-fact rely and stay at one Web site like a one-stop shop. Accordingly, portals drive eyeballs, and hence create and drive advertising revenue and alliances. The concept of a single public port to given content on the Internet is used as a means of pulling in a large number of users. As an example, America Online (AOL) acts as a portal site to general Web content. It is a specialized portal created by AOL and also has content from partners such as Time Warner (Kleindl, 2003). This article reviews the role of portals in consumer search behavior and certain aspects in marketing.

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