Conclusions

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The slow growth of B2C Web sales and the lack of knowledge of consumer Web search behavior have prompted the development of this exploratory model which emphasizes the effect of the consumer's own characteristics upon their Web search behavior. This paper's focus on the consumer's characteristics is in direct contrast to the product-oriented Web perspective, which has focused on the technological aspects of the Web and on the provision of Web site content. Such an approach neglects factors that may affect consumer Web search and assumes that consumers possess the Web search skills to utilize this new consumer information and shopping environment. The consumer behavior discipline has a history of facilitating the implementation of the marketing concept by gaining a better understanding of consumers' behavior in new technological environments. The exploratory model presented in this chapter will facilitate the investigation of consumer Web search behavior.

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