Title: The impact of Medium Specific Investment and trust on the use of the internet for information search

Authors: Talai Osmonbekov, Naveen Donthu, Danny N. Bellenger

Addresses: Department of Management and Marketing, College of Business, University of Southern Mississippi, Hattiesburg, Mississippi 39406, USA. ' Robinson College of Business, Georgia State University, 35 Broad Street, suite 1335, Atlanta, Georgia 30303, USA. ' Robinson College of Business, Georgia State University, 35 Broad Street, suite 1335, Atlanta, Georgia 30303, USA

Abstract: The purpose of this study is to explore factors that impact use of the internet for information search. Drawing from transaction cost analysis, technology adoption model and trust literatures, we propose a model explaining use of the internet for information search. An empirical investigation involving 291 consumers reveals significant impact of Medium Specific Investment (MSI) and trust on perceived ease of use and perceived usefulness. Both perceived ease of use and usefulness significantly impact use of the internet for information search. Managerial implications of the findings and directions for future research are discussed.

Keywords: technology acceptance model; TAM; medium specific investment; MSI; internet marketing; internet retailing; etailing; information searching; transaction cost analysis; trust; consumer perceptions; ease-of-use; usefulness; electronic marketing; electronic retailing; e-marketing; online marketing; online retailing.

DOI: 10.1504/IJEMR.2007.014845

International Journal of Electronic Marketing and Retailing, 2007 Vol.1 No.4, pp.289 - 302

Available online: 12 Aug 2007 *

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