Online information search behavior vs. experience goods

The main purpose of the study is to elaborate on the relationship between consumers' demographic background (household income level and education background) and online search pattern (search depth vs. search breadth) when consumers make online purchase decisions by adopting the theory of the economics of information. Product type (search goods vs. experience goods) is served as a moderator in this study to see whether any behavioral difference under different types of product exists. The analysis is based on ComScore clickstream data which provides consumers' online navigation paths and transactions. Findings suggest that: 1) there is significant difference in consumer online search patterns between search and experience goods, 2) consumers' income level is a significant predictor in search behavior in terms of both breadth and depth, 3) product type moderates the relationship between household income level and search breadth, and 4) there is a negative relationship between household head's age and search breadth. Overall speaking, this research provides managerial insight for both marketers and Website designers.