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This model of consumer external information search behavior on the Web is innovative as it incorporates behavioral variables from other disciplines, which apply to the hypertext Web environment, for example, Learning Style and OSL. It also incorporates variables which acknowledge the user skills required to search for information on the Web. The model also extends the concept of information search outcomes beyond those proposed by Titus and Everett (1995) by including the status of the purchase decision as another outcome variable. In addition, by the inclusion of the proposed purchase venue variable (an important issue with regard to the adoption of on-line B2C purchasing), the model facilitates the investigation of factors that affect that decision.
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