Behavioral Variables

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Behavioral characteristics have long been acknowledged to affect search behavior (e.g., Moore and Lehmann, 1980). In relation to information search behavior in electronic environments, differences in the characteristics of individuals have been found to cause greater differences in search behavior than those caused by the level of familiarity with the interface software (Logan, 1990). A number of personality-like behavioral variables have been found to affect consumer search behavior. These include perceived risk (e.g., Sheth and Venkatesan, 1968; Zeithaml, 1981), and enduring involvement (e.g., Brucks 1985; Punj and Staelin, 1983; Srinivasan and Ratchford, 1991). Another personality-like behavioral trait, that of preferred optimum stimulation level (OSL), has been linked to exploratory purchase behavior and brand-switching behavior (Steenkamp and Baumgartner, 1992, 1995, 1996). However, the OSL construct has not been directly related to a detailed analysis of search behavior. Another variable that has been shown to specifically affect hypertext search behavior is that of individual learning style. These four variables-perceived risk, OSL, enduring involvement, and learning style-will now be addressed in greater detail. This pragmatic approach to personality-like variables has been a feature of commercial consumer behavior research, and is broadly supported in the consumer behavior literature (e.g., Endler and Rosenstein, 1997).

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