Title: Antecedents and implications of search engine use as prepurchase information tools

Authors: Carla Ruiz-Mafe, Silvia Sanz-Blas

Addresses: Faculty of Economics, Department of Marketing, University of Valencia, Avda. Tarongers s/n, 46022, Valencia, Spain. ' Faculty of Economics, Department of Marketing, University of Valencia, Avda. Tarongers s/n, 46022, Valencia, Spain

Abstract: The aim of this research is to analyse the antecedents and implications of using search engines as prepurchase information tools. The impact of internet use experience, internet shopping experience and online shopping motivations on the use of information provided by search engines in online purchases is analysed together with attitudinal changes deriving from search engine use (online purchase intention). Data analysis shows that the experiences as internet user and as internet shopper are negative key drivers of search engine use. The use of search engines in online purchase decisions is more likely in consumers with utilitarian shopping motivations than in consumers with hedonic shopping motivations and it predicts online purchasing behaviour. This research enables companies to know the factors that potentially affect search engine use in e-shopping decisions and the importance of using search engines in their communication campaigns. Internet agents should exploit the advantages that search engines offer to facilitate the online purchasing process.

Keywords: search engines; online purchasing intention; consumer behaviour; shopping motivations; internet experience; search behaviour; internet marketing; internet advertising; prepurchase information; e-shopping.

DOI: 10.1504/IJIMA.2009.021949

International Journal of Internet Marketing and Advertising, 2009 Vol.5 No.1/2, pp.17 - 42

Published online: 11 Dec 2008 *

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