A Future Research Agenda

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The proposed model of Web search behavior conceptualizes Web search and identifies factors which may affect search behavior and its outcomes. This model, while general in nature may also serve as the basis for future experimental research when the results of previous consumer behavior research are considered. Table 1 displays potential research propositions together with relevant research. Each proposition will require the generation of specific hypotheses to investigate the relationship between the particular variable and the other variables comprising the proposed model.

Table 1: Research Prepositions Derived from the Model of Web Search

#	Propositions	Research Results/Rationale
Personal Demographic Variables
1	Gender is related to the extent of Web information search	Loudon and Della Bitta (1993)
2	Age is negatively related to the extent of Web search	Hempel (1969) (Homes), Kiel and Layton (1981) (Automobiles), Maddox et al. (1978) (Automobiles)
3	Education is positively related to the extent of Web search	Claxton et al. (1974) (Furniture and appliances); Hempel (1969) (Homes); Katona and Mueller (1955) (Appliances); Kiel and Layton (1981) (Automobiles)
Personal Behavioral Variables
4	Perceived risk is positively related to the extent of Web search	Perceived risk has generally been found to increase the extent of search (e.g., Sheth and Venkatesan, 1968; Zeithaml, 1981).
5	Enduring involvement is positively related to the extent of Web search	Research results relating to involvement such as Houston and Rothschild (1978) posit that involved consumers engage in more complex decision-making. This suggests that involved consumers would also search for and acquire more information.
6	The preferred Optimum Stimulation Level (OSL) of Web searching consumers is positively related to the extent of Web search	Effects based on the results of Price and Ridgway (1982), Steenkamp and Baumgartner (1996) and also the leisure theory results of Mannell, Zuzanek and Larson (1988).
7	A deep learning style is positively related to search depth within individual Web sites	The results of Beishuizen et al. (1994) allowed the operationalization of the deep/shallow search taxonomy in the Web environment.
Web Use and Experience Variables
8	Web usage level is positively related to the extent of Web information search	Consumer behavior researchers have not yet investigated the relationship between general Web use levels and the extent of search. However, individuals with a high level of Web usage could be expected to develop expertise in Web wide information search. It is unclear whether such individuals would search very effectively for a short duration or search more exhaustively with relatively high search efficiency.
9	Web usage experience is positively related to the extent of Web information search
10	Web browser skill is positively related to the extent of Web information search	A high level of Web browser skill, or the possession of vocational Web search skills, equips an individual with the necessary techniques to find and re-find information, thus lowering the subjective cost of Web search.
11	Special (i.e., vocational) Web search skills are positively related to the extent of Web information search

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