Search mode and purchase intention in online shopping behaviour Online publication date: Wed, 16-Nov-2005
by Herbjorn Nysveen, Per E. Pedersen
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 2, No. 4, 2005
Abstract: This study focuses on the effect of website visitors' degree of goal-oriented search mode on purchase intention in online environments. In a study of 874 respondents recruited from 13 online shops representing a diversity of product categories and customer segments, the effect of visitors' degree of goal-oriented search mode on purchase intention is found to be moderated by product risk. Furthermore, product involvement, product risk and internet experience are found to have positive effects on the degree of goal-oriented search mode of the visitors. Also, product knowledge, product risk and internet experience are reported to have direct effects on purchase intention. The results point to the importance of understanding the characteristics of website visitors, and to customise the support and search services offered on the website to the characteristics and preferences of the individual visitor to increase purchase intention, and eventually online sales.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook