Analysts, investors and entrepreneurs have for long recognized the value of comprehensive user profiles. While there is a market for trading such personal information among companies, the users, who are actually the providers of such information, are not asked to the negotiations table. To date,...

This research investigates drivers of consumer's online search activity. Traditional constructs relevant in offline information search (including perceived product risk, purchase involvement and product knowledge) are tested for an online environment on the basis of a structural equation model....