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Consumer behavior on the internet : investigating search, experience, and credence product classification

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Consumer behavior on the internet : investigating search, experience, and credence product classification

Wu, Zhikun (2006) Consumer behavior on the internet : investigating search, experience, and credence product classification. Masters thesis, Concordia University.

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Abstract

This paper extends the previous literature by proposing a new model incorporating search-experience-credence product classification. The present research investigates the role of the Internet as an information source on the continuum of the search-experience-credence product categorization. Moreover, this research studies some specific factors that influence the information search on the Internet. The pretest distinguishes search, experience, and credence product, The data collection methods, survey instruments, and sample characteristics are reported. The operationalization of the observed and latent variables, scale development, and statistical data analyses of hypothesis are described. The findings show that entertainment and effectiveness of information content positively relate to attitude toward website and purchase intention. Attitude toward website, moderated by need for cognition and site involvement, positively relates to purchase intention. The relationship between attitude toward website and the flow experience is replicated in different context. Results also show that the search-experience-credence product framework is salient in the context of online shopping. Theoretical and managerial implications and future research are discussed

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Wu, Zhikun
Pagination:vi, 71 leaves : ill. ; 29 cm.
Institution:Concordia University
Degree Name:Theses (M. Sc. Admin.)
Program:John Molson School of Business
Date:2006
Thesis Supervisor(s):Laroche, Michel
ID Code:9230
Deposited By: Concordia University Libraries
Deposited On:18 Aug 2011 18:47
Last Modified:18 Aug 2011 18:47
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