Involvement and use of multiple search channels in the automobile purchase process

In this study we investigate the relationship between involvement and use of multiple search channels in the case of pre-purchase information search for automobiles. We derive theoretical hypotheses by combining arguments from both an economic or cost/benefit approach and a motivational perspective. Our theoretical framework is tested on a sample of 1392 Dutch consumers using a structural equation model approach. We find that interpersonal sources and retailers are relatively often consulted and their use is not strongly related to involvement. The use of channels such as the World Wide Web and mass media is instead strongly related to involvement, because their specialized content is best appreciated by highly involved consumers. Finally, theoretical and managerial implications are discussed.