Shaver, Dan (2007). Impact of the Internet on Consumer Information Search Behavior in the United States, Journal of Media Business Studies 4(2):27-39.
Key Words: consumer decision-making, online information, Internet, product information, marketing strategy
This study examines the impact of Internet search capabiliities on consumer pre-purchase decision-making. Studying changes in U.S. consumer attitudes from 2000 to 2005, it finds that online information search is increasing among those who engage in pre-purchase infromation seeking for major financial commitments, that those who engage in online search preceive it to enhance their shopping/decision-making capabilities, that they rely less on traditional mass media information sources and that, despite the increased information sources available online, most consumers are not confused by their information options. Conclusions suggest strategies for both marketers and media firms.