The Study on The Difference of Search Motives Between Online and Offline Channel: The Perspective of Perceived Search Cost and Price Sensitivity

• Main Authors: Chia-Chi Lee, 李佳琪
• Other Authors: Shao-Kang Lo
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/15898656158678026467

碩士 === 中國文化大學 === 國際貿易學系 === 99 === With the increase of internet users and the prosperity of e-commerce, online information search has become the one of critical factor for consumers in their process of making purchase decisions. This research is based on perceived search cost and price sensitivity in online commerce to discuss whether the consumer’s belief of search motives is different from offline channel when consumer meet online channel. The study executed an experiment and 192 successful subjects. Result showed when meeting the online channel, consumer’s perceived search cost is significantly lower than offline channel, and negatively influence search motives. Moreover, consumer’s price sensitivity is significantly higher than offline channel and positively influence search motives. The combined effect of perceived search cost and price sensitivity on search motives is stronger online than offline. Implications of these findings for practitioners and future research are discussed.