A systematic review of consumer information search in online and offline environments

Autores

  • Anu C. Haridasan Vellore Institute of Technology
  • Angeline Gautami Fernando Great Lakes Institute of Management
  • B. Saju Vellore Institute of Technology

DOI:

https://doi.org/10.1108/RAUSP-08-2019-0174

Palavras-chave:

Uncertainty, Knowledge, Experience, Online/offline search

Resumo

Purpose – The purpose of this study is to identify major themes and potential research opportunities in online and offline consumer search.

Design/methodology/approach – A systematic review was conducted based on 118 articles identified from prevalent journal databases. Keywords frequency analysis was carried out to identify the major themes. An inductive thematic analysis was carried out to verify the generated themes.

Findings – Results show that uncertainty, knowledge, perceived risk, price, experience and involvement are the major themes associated with consumer information search. Uncertainty, one of the major themes of offline search, has not been studied in the online search context. Similarly, the previous experience needs to be explored in the context of the offline search. Finally, potential research opportunities for future research has been summarized based on the retrieved themes.

Research limitations/implications – The systematic review provides an in-depth understanding on the current research on information search literature with future research directions.

Practical implications – This study helps retailers to understand the key elements that motivate consumers to perform external information searches from online and offline sources and to curate targeted information provision strategies to influence purchase decisions.

Social implications – Consumers with limited internet availability may access channels prior to decisionmaking. The themes identified in this study can aid policymakers to design affordable access to these channels.

Originality/value – This study adds to the sparse literature on systematic reviews on consumer search for online and offline channels.

Downloads

Os dados de download ainda não estão disponíveis.

Referências

Alba, J. W., & Hutchinson, J. (1987). Dimensions of consumer expertise. Journal of Consumer Research,

(4), 411–454. doi: https://doi.org/10.1086/209080.

Barber, N., Dodd, T., & Kolyesnikova, N. (2009). Gender differences in information search: Implications

for retailing. Journal of Consumer Marketing, 26(6), 415–426. doi: https://doi.org/10.1108/

Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product

categories. Journal of Consumer Research, 14(1), 83–95. doi: https://doi.org/10.1086/209095.

Bei, L. T., Chen, E. Y., & Widdows, R. (2004). Consumers’ online information search behavior and the

phenomenon of search vs experience products. Journal of Family and Economic Issues, 25(4),

–467.

Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer search: An extended framework.

Journal of Consumer Research, 13(1), 119–126. doi: https://doi.org/10.1086/209052.

Bodur, H. O., Klein, N. M., & Arora, N. (2015). Online price search: Impact of price comparison sites on

offline price evaluations. Journal of Retailing, 91(1), 125–139. doi: https://doi.org/10.1016/j.

jretai.2014.09.003.

Broilo, P. L., Espartel, L. B., & Basso, K. (2016). Pre-purchase information search: Too many sources to

choose. Journal of Research in Interactive Marketing, 10(3), 193–211. doi: https://doi.org/10.1108/

JRIM-07-2015-0048.

Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of

Consumer Research, 12(1), 1–16. doi: https://doi.org/10.1086/209031.

Burke, R. R. (2002). Technology and the customer interface: What consumers want in the physical and

virtual store. Journal of the Academy of Marketing Science, 30(4), 411–432. doi: https://doi.org/

1177/009207002236914.

Busalim, A. H., & Hussin, A. C. R. (2016). Understanding social commerce: A systematic literature

review and directions for further research. International Journal of Information Management,

(6), 1075–1088. doi: https://doi.org/10.1016/j.ijinfomgt.2016.06.005.

Carlson, J. A., & Gieseke, R. J. (1983). Price search in a product market. Journal of Consumer Research,

(4), 357–365. doi: https://doi.org/10.1086/208930.

Chandrasekaran, D., Srinivasan, R., & Sihi, D. (2018). Effects of offline ad content on online brand

search: Insights from super bowl advertising. Journal of the Academy of Marketing Science,

(3), 403–430. doi: https://doi.org/10.1007/s11747-017-0551-8.

Chaudhuri, A. (1998). Product class effects on perceived risk: The role of emotion. International Journal

of Research in Marketing, 15(2), 157–168. doi: https://doi.org/10.1016/S0167-8116(97)00039-6.

Chaudhuri, A. (2000). A macro analysis of the relationship of product involvement and information

search: The role of risk. Journal of Marketing Theory and Practice, 8(1), 1–15. doi: https://doi.org/

1080/10696679.2000.11501856.

Cheema, A., & Papatla, P. (2010). Relative importance of online versus offline information for internet

purchases: Product category and internet experience effects. Journal of Business Research,

(9/10), 979–985. doi: https://doi.org/10.1016/j.jbusres.2009.01.021.

Çoklar, A. N., Yaman, N. D., & Yurdakul, I. K. (2017). Information literacy and digital nativity as

determinants of online information search strategies. Computers in Human Behavior, 70,1–9.

doi: https://doi.org/10.1016/j.chb.2016.12.050.

Degeratu, A. M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and

traditional supermarkets: The effects of brand name, price, and other search attributes.

International Journal of Research in Marketing, 17(1), 55–78. doi: https://doi.org/10.1016/

S0167-8116(00)00005-7.

Dholakia, U. M. (2001). A motivational process model of product involvement and consumer risk

perception. European Journal of Marketing,

(11/12), 1340–1362. doi: https://doi.org/10.1108/

EUM0000000006479.

Dimoka, A., Hong, Y., & Pavlou, P. A. (2012). On product uncertainty in online markets: Theory and

evidence. MIS Quarterly, 395–426.

Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity.

Journal of Consumer Research, 21(1), 119–134. doi: https://doi.org/10.1086/209386.

Driscoll, J. M., & Lanzetta, J. T. (1965). Effects of two sources of uncertainty in decision making.

Psychological Reports, 17(2), 635–648. doi: https://doi.org/10.2466/pr0.1965.17.2.635.

Duncan, C. P., & Olshavsky, R. W. (1982). External search: The role of consumer beliefs. Journal of

Marketing Research, 19(1), 32–43. doi: https://doi.org/10.1177/002224378201900103.

Dutta, C. B., & Das, D. K. (2017). What drives consumers’ online information search behavior? Evidence

from England. Journal of Retailing and Consumer Services, 35,36–45. doi: https://doi.org/

1016/j.jretconser.2016.10.015.

Frasquet, M., Moll

a, A., & Ruiz, E. (2015). Identifying patterns in channel usage across the search,

purchase and post-sales stages of shopping. Electronic Commerce Research and Applications,

(6), 654–665. doi: https://doi.org/10.1016/j.elerap.2015.10.002.

Gallant, I., & Arcand, M. (2017). Consumer characteristics as drivers of online information searches.

Journal of Research in Interactive Marketing, 11(1), 56–74. doi: https://doi.org/10.1108/JRIM-112014-0071.

Goldman, A., & Johansson, J. K. (1978). Determinants of search for lower prices: An empirical

assessment of the economics of information theory. Journal of Consumer Research, 5(3),

–186. doi: https://doi.org/10.1086/208729.

Goodwin, C., Smith, K. L., & Spiggle, S. (1990). Gift giving: Consumer motivation and the gift purchase

process. Advances in Consumer Research, 17, 690–698.

Guthrie, J., Petty, R., Yongvanich, K., & Ricceri, F. (2004). Using content analysis as a research method

to inquire into intellectual capital reporting. Journal of Intellectual Capital, 5(2), 282–293. doi:

https://doi.org/10.1108/14691930410533704.

Han, H., Xu, H., & Chen, H. (2018). Social commerce: A systematic review and data synthesis. Electronic

Commerce Research and Applications, 30,38–50. doi: https://doi.org/10.1016/j.elerap.2018.05.005.

Ho, C. I., Lin, M. H., & Chen, H. M. (2012a). Web users’ behavioural patterns of tourism information

search: From online to offline. Tourism Management, 33(6), 1468–1482. doi: https://doi.org/

1016/j.tourman.2012.01.016.

Ho, L. A., Kuo, T. H., & Lin, B. (2012b). The mediating effect of website quality on internet searching

behavior. Computers in Human Behavior, 28(3), 840–848. doi: https://doi.org/10.1016/j.

chb.2011.11.024.

Hong, Y., & Pavlou, P. A. (2014). Product fit uncertainty in online markets: Nature, effects, and antecedents.

Information Systems Research, 25(2), 328–344. doi: https://doi.org/10.1287/isre.2014.0520.

Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: An empirical

examination of consumer behavior for search and experience goods. Journal of Marketing, 73(2),

–69. doi: https://doi.org/10.1509/jmkg.73.2.55.

Jang, S., Prasad, A., & Ratchford, B. T. (2017). Consumer search of multiple information sources and its

impact on consumer price satisfaction. Journal of Interactive Marketing, 40,24–40. doi: https://

doi.org/10.1016/j.intmar.2017.06.004.

Jepsen, A. L. (2007). Factors affecting consumer use of the internet for information search. Journal of

Interactive Marketing, 21(3), 21–34. doi: https://doi.org/10.1002/dir.20083.

Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The effect of prior knowledge and decisionmaking

style on the online purchase decision-making process: A typology of consumer shopping

behaviour. Decision Support Systems

, 77, 137–147. doi: https://doi.org/10.1016/j.dss.2015.06.004.

Kim, J., & Lee, H. H. (2008). Consumer product search and purchase behaviour using various retail

channels: The role of perceived retail usefulness. International Journal of Consumer Studies,

(6), 619–627. doi: https://doi.org/10.1111/j.1470-6431.2008.00689.x.

Klein, L. R., & Ford, G. T. (2003). Consumer search for information in the digital age: An empirical

study of prepurchase search for automobiles. Journal of Interactive Marketing, 17(3), 29–49. doi:

https://doi.org/10.1002/dir.10058.

Krippendorff, K. (2004). Content analysis: An introduction to its methodology, 2nd ed., London: Sage

Publications.

Kukar-Kinney, M., Ridgway, N. M., & Monroe, K. B. (2009). The relationship between consumers’

tendencies to buy compulsively and their motivations to shop and buy on the internet. Journal of

Retailing, 85(3), 298–307. doi: https://doi.org/10.1016/j.jretai.2009.05.002.

Kulkarni, G., Ratchford, B. T., & Kannan, P. K. (2012). The impact of online and offline information

sources on automobile choice behavior. Journal of Interactive Marketing, 26(3), 167–175. doi:

https://doi.org/10.1016/j.intmar.2012.02.001.

Kulviwat, S., Guo, C., & Engchanil, N. (2004). Determinants of online information search: A critical

review and assessment. Internet Research, 14(3), 245–253. doi: https://doi.org/10.1108/

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile

marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of

Marketing, 80(6), 146–172. doi: https://doi.org/10.1509/jm.15.0415.

Landis, J. R., & Koch, G. G. (1977). The measurement of observer agreement for categorical data.

Biometrics, 33(1), 159–174. doi: https://doi.org/10.2307/2529310.

Laroche, M., Saad, G., Cleveland, M., & Browne, E. (2000). Gender differences in information search

strategies for a Christmas gift. Journal of Consumer Marketing, 17(6), 500–522. doi: https://doi.

org/10.1108/07363760010349920.

Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and

product involvement on consumer purchase decisions: An empirical study of insurance and

catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248–265. doi: https://doi.org/

1108/07363760610681655.

Liu, C. W., Hsieh, A. Y., Lo, S. K., & Hwang, Y. (2017). What consumers see when time is running out:

Consumers’ browsing behaviors on online shopping websites when under time pressure.

Computers in Human Behavior, 70, 391–397. doi: https://doi.org/10.1016/j.chb.2016.12.065.

Maity, M., Dass, M., & Malhotra, N. K. (2014). The antecedents and moderators of offline information

search: A meta-analysis. Journal of Retailing, 90(2), 233–254. doi: https://doi.org/10.1016/j.

jretai.2014.03.001.

Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of Consumer

Research, 31(2), 324–332. doi: https://doi.org/10.1086/422111.

Mehta, N., Rajiv, S., & Srinivasan, K. (2003). Price uncertainty and consumer search: A structural model

of consideration set formation. Marketing Science, 22(1), 58–84. doi: https://doi.org/10.1287/

mksc.22.1.58.12849.

Midgley, D. F. (1983). Patterns of interpersonal information seeking for the purchase of a symbolic product.

Journal of Marketing Research, 20(1), 74–83. doi: https://doi.org/10.1177/002224378302000109.

Moore, W. L., & Lehmann, D. R. (1980). Individual differences in search behavior for a nondurable.

Journal of Consumer Research, 7(3), 296–307. doi: https://doi.org/10.1086/208817.

Moorthy, S., Ratchford, B. T., & Talukdar, D. (1997). Consumer information search revisited: Theory

and empirical analysis. Journal of Consumer Research, 23(4), 263–277. doi: https://doi.org/

1086/209482

.

Moriuchi, E., & Takahashi, I. (2018). An empirical investigation of the factors motivating Japanese

repeat consumers to review their shopping experiences. Journal of Business Research, 82,

–390. doi: https://doi.org/10.1016/j.jbusres.2017.07.024.

Mourali, M., Laroche, M., & Pons, F. (2005). Antecedents of consumer relative preference for

interpersonal information sources in pre-purchase search. Journal of Consumer Behaviour, 4(5),

–318. doi: https://doi.org/10.1002/cb.16.

Nguyen, D. H., Leeuw, S., & Dullaert, W. E. H. (2018). Consumer behaviour and order fulfilment in

online retailing: A systematic review. International Journal of Management Reviews, 20(2),

–276. doi: https://doi.org/10.1111/ijmr.12129.

Ozanne, J. L., Brucks, M., & Grewal, D. (1992). A study of information search behavior during the categorization

of new products. Journal of Consumer Research, 18(4), 452–463. doi: https://doi.org/10.1086/209273.

Park, J., & Stoel, L. (2005). Effect of Brand familiarity, experience and information on online apparel

purchase. International Journal of Retail & Distribution Management, 33(2), 148–160. doi:

https://doi.org/10.1108/09590550510581476.

Perry, M., & Hamm, B. C. (1969). Canonical analysis of relations between socioeconomic risk and

personal influence in purchase decisions. Journal of Marketing Research, 6(3), 351–354. doi:

https://doi.org/10.1177/002224376900600311.

Petticrew, M., & Roberts, H. (2006). How to find the studies: The literature search. In Systematic reviews

in the social sciences: A practical guide, Oxford: Blackwell Publishing, pp. 79–124.

Punj, G. N., & Staelin, R. (1983). A model of consumer information search behavior for new

automobiles. Journal of Consumer Research, 9(4), 366–380. doi: https://doi.org/10.1086/208931.

Putrevu, S., & Lord, K. R. (2001). Search dimensions, patterns and segment profiles of grocery shoppers.

Journal of Retailing and Consumer Services, 8(3), 127–137. doi: https://doi.org/10.1016/S09696989(00)00013-8.

Putrevu, S., & Ratchford, B. T. (1997). A model of search behavior with an application to grocery

shopping. Journal of Retailing, 73(4), 463–486. doi: https://doi.org/10.1016/S0022-4359(97)90030-0.

Ratchford, B. T., Lee, M. S., & Talukdar, D. (2003). The impact of the internet on information search for

automobiles. Journal of Marketing Research, 40(2), 193–209. doi: https://doi.org/10.1509/

jmkr.40.2.193.19221.

Ratchford, B. T., Talukdar, D., & Lee, M. S. (2007). The impact of the internet on consumers’ use of

information sources for automobiles: A re-inquiry. Journal of Consumer Research, 34(1), 111–

doi: https://doi.org/10.1086/513052.

Rokonuzzaman, M., Harun, A., Al-Emran, M., & Prybutok, V. R. (2020). An investigation into the link

between consumer’s product involvement and store loyalty: The roles of shopping value goals

and information search as the mediating factors. Journal of Retailing and Consumer Services, 52,

doi: https://doi.org/10.1016/j.jretconser.2019.101933.

Rose, S., & Samouel, P. (2009). Internal psychological versus external market-driven determinants of

the amount of consumer information search amongst online shoppers. Journal of Marketing

Management, 25(1/2), 171–190. doi: https://doi.org/10.1362/026725709X410089.

Sands, S., Ferraro, C., & Luxton, S. (2010). Does the online channel pay? A comparison of online versus

offline information search on physical store spend. The International Review of Retail, Distribution

and Consumer Research, 20(4), 397–410. doi: https://doi.org/10.1080/09593969.2010.504006.

Scarpi, D., Pizzi, G., & Visentin, M. (2014). Shopping for fun or shopping to buy: Is it different online and

offline?. Journal of Retailing and Consumer Services, 21(3), 258–267. doi: https://doi.org/10.1016/j.

jretconser.2014.02.007.

Schaninger, C. M., & Sciglimpaglia, D. (1981). The influence of cognitive personality traits and

demographics on consumer information acquisition. Journal of Consumer Research, 8(2),

–216. doi: https://doi.org/10.1086/208857.

Seock, Y. K., & Bailey, L. R. (2008). The influence of college students’ shopping orientations and gender

differences on online information searches and purchase behaviours.

International Journal of

Consumer Studies, 32(2), 113–121. doi: https://doi.org/10.1111/j.1470-6431.2007.00647.x.

Shim, S., Eastlick, M. A., Lotz, S. L., & Warrington, P. (2001). An online prepurchase intentions model:

The role of intention to search. Journal of Retailing, 77(3), 397–416. doi: https://doi.org/10.1016/

S0022-4359(01)00051-3.

Shiu, E. M., Walsh, G., Hassan, L. M., & Shaw, D. (2011). Consumer uncertainty, revisited. Psychology &

Marketing, 28(6), 584–607. doi: https://doi.org/10.1002/mar.20402.

Singh, S., Ratchford, B. T., & Prasad, A. (2014). Offline and online search in used durables markets.

Journal of Retailing, 90(3), 301–320. doi: https://doi.org/10.1016/j.jretai.2014.03.005.

Singh, S., & Swait, J. (2017). Channels for search and purchase: Does mobile internet matter? Journal of

Retailing and Consumer Services, 39, 123–134. doi: https://doi.org/10.1016/j.jretconser.2017.05.014.

Smith, J. B., & Bristor, J. M. (1994). Uncertainty orientation: Explaining differences in purchase

involvement and external search. Psychology and Marketing, 11(6), 587–607. doi: https://doi.org/

1002/mar.4220110606.

Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of

Business Research, 104(11), 333–339. doi: https://doi.org/10.1016/j.jbusres.2019.07.039.

Srinivasan, N., & Agrawal, J. (1988). The relationship between prior knowledge and external search.

Advances in Consumer Research, 15(1), 27–31.

Srinivasan, N., & Ratchford, B. T. (1991). An empirical test of a model of external search for

automobiles. Journal of Consumer Research, 18(2), 233–242. doi: https://doi.org/10.1086/209255.

Tagashira, T., & Minami, C. (2016). The effects of online and offline information sources on multiple

store patronage. Australasian Marketing Journal, 24(2), 116–124. doi: https://doi.org/10.1016/j.

ausmj.2016.02.007.

Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed

management knowledge by means of systematic review. British Journal of Management, 14(3),

–222. doi: https://doi.org/10.1111/1467-8551.00375.

Urbany, J. E., Dickson, P. R., & Wilkie, W. L. (1989). Buyer uncertainty and information search. Journal

of Consumer Research, 16(2), 208–215. doi: https://doi.org/10.1086/209209.

van Rijnsoever, F. J., Castaldi, C., & Dijst, M. J. (2012). In what sequence are information sources consulted

by involved consumers? The case of automobile pre-purchase search. Journal of Retailing and

Consumer Services, 19(3), 343–352. doi: https://doi.org/10.1016/j.jretconser.2012.03.008.

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel

retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2),

–181. doi: https://doi.org/10.1016/j.jretai.2015.02.005.

Voyer, P., & Ranaweera, C. (2015). The impact of word of mouth on service purchase decisions:

Examining risk and the interaction of tie strength and involvement. Journal of Service Theory

and Practice, 25(5), 636–656. doi: https://doi.org/10.1108/JSTP-04-2014-0070.

Ward, M. R., & Lee, M. J. (2000). Internet shopping, consumer search and product branding. Journal of

Product & Brand Management, 9(1), 6–20. doi: https://doi.org/10.1108/10610420010316302.

Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product

involvement and brand commitment. Psychology and Marketing, 17(9), 761–782. doi: https://doi.

org/10.1002/1520-6793(200009)17:9<761::AID-MAR2>3.0.CO;2-9.

Westbrook, R. A., & Fornell, C. (1979). Patterns of information source usage among durable goods buyers.

Journal of Marketing Research, 16(3), 303–312. doi: https://doi.org/10.1177/002224377901600302.

Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer behavior in

travel and tourism: Insights from travel planning using the internet. Journal of Retailing and

Consumer Services, 22, 244–249. doi: https://doi.org/10.1016/j.jretconser.2014.08.005.

Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3),

–352. doi: https://doi.org/10.1086/208520.

Zhang, Z., & Hou, Y. (2017). The effect of perceived risk on information search for innovative products

and services: The moderating role of innate consumer innovativeness. Journal of Consumer

Marketing, 34(3), 241–254. doi: https://doi.org/10.1108/JCM-04-2016-1768.

Downloads

Publicado

2021-07-22

Edição

Seção

Research Paper