Consumer characteristics as drivers of online information searches

The purpose of this study is to investigate consumer characteristics (gender, subjective knowledge of product category, susceptibility to social influence, attitude to internet shopping and internet use) having a bearing on the proportion of online information searches conducted using personal and impersonal information sources, and to explore which of these factors impact the use of electronic word-of-mouth (eWOM).

A real-time longitudinal design is used to survey 274 consumers about their information searches when shopping for high involvement goods.

Susceptibility to normative social influence and internet use prove the main drivers of the inclination to resort to the internet to conduct searches using personal information sources. Subjective knowledge also positively impacts the proportion of time spent online conducting searches using personal information sources. Men and consumers with a positive attitude to internet shopping use a greater proportion of impersonal online information sources. Complementary analyses show that the use of eWOM is driven by almost all consumer characteristics (except gender) investigated.

By using a real-time longitudinal approach, this study directly addresses calls for more research into information searches by investigating multi-channel source use in actual purchase situations and minimizing bias relating to forgotten information, while facilitating the collection of more valid data on consumer information search behaviour. The paper also ranks as one of the first to revisit the drivers of the proportion of online information sources in personal and impersonal sources in the era of Web 2.0.