A Consumer Search Behavior Model in the Online Space for Experience-based and Search-based Products

Abstract

Objective In recent years, e-commerce has experienced significant growth. Although the Internet is an important source of information for both search and experiential goods, the type of information that consumers seek and how they make decisions about these two types of goods are different. Therefore, paying attention to such behavioral differences of consumers has important implications for marketing actions. In today's world, understanding consumers' search behavior for different products is critical to comprehending their purchasing behavior and planning marketing communications. Since little research has been done on consumers' search behavior considering the difference between the types of goods, it is necessary to explore this area more thoroughly. Therefore, the current research aims to provide a model for consumers' search behavior regarding search and experiential goods. Methodology The research employs a qualitative methodology, wherein the conceptual model is developed through expert interviews. The sampling approach is purposeful and selective, aimed at achieving maximum diversity. Data collection is conducted through unstructured, in-depth interviews with both academic and professional experts, with a total of 10 experts interviewed until theoretical saturation is reached. The main themes or concepts from the participants' responses were extracted, categorized, and summarized. A structured interview format was not utilized due to the absence of a defined research background or specific model in the literature, as well as the broad scope of the research topics. Efforts were made to maximize participant diversity, ensuring a range of demographic characteristics, including age, gender, geographic location, and occupation. Following the interviews, the data was coded, and after conducting 10 interviews, theoretical saturation was reached in the coding process. Findings To analyze the qualitative data obtained from interviews with experts, the structural analysis method was applied. Based on the results of interview coding, 219 codes were extracted from the interview data. These codes were subsequently grouped into nine concepts and seven themes. The concept of "antecedents of search behavior" was grouped with three themes, while the other themes were categorized as follows: "moderators of search behavior," "search behavior," "consequences of search behavior," "moderators of purchase," "moderators of post-purchase behavior," and "post-purchase behavior." Conclusion The research results indicated that the type of goods (search or experiential) significantly influences consumers' search behavior. Additionally, the data gathered from the interviews revealed that factors such as product complexity, product price, and the frequency of product purchase also impact consumers' search behavior. Regarding the moderating variables that influence the relationship between product type and search behavior, the study found that individual personality, product novelty, brand and site credibility, return policies, loyalty programs, social status, values, lifestyle, place of residence, reference groups, celebrity endorsers, amount of information available, relevant content about the product, reviews from others, and brand perception and associations in the customer's mind all play a role as moderating variables. Further results and details are provided in the article.

Keywords

• shopping behavior
• online search behavior
• experiential goods
• search goods