Authors: Anuradha Malik
Addresses: Department of Commerce, Government College Barota, Sonipat Haryana, India
Abstract: Information search behaviour of consumers is a notable field of research. The present study has explored the information search behaviour of consumers for services by hypothesising and testing an information search behaviour model. Single cross sectional research design has been employed for the study. Data for the study was collected through structured questionnaire from Delhi-NCR region of India. The context of the study is banking services, hotel booking and insurance services. Structural equation modelling (SEM) has been used to test the hypothesised model. The findings reveal that perceived benefits of search, involvement and self-confidence of consumers positively impacted external search effort by consumers. The present research has contributed by providing in-depth knowledge about information search behaviour of Indian consumers. Implications of the study and suggestions for future research have been provided in the study.
Keywords: consumer behaviour; information search behaviour; services; Indian consumers; external search effort; structural equation modelling; SEM.
International Journal of Internet Marketing and Advertising, 2023 Vol.18 No.4, pp.429 - 449
Received: 11 Feb 2022
Accepted: 20 Aug 2022
Published online: 02 Jun 2023 *