Αποτελέσματα Αναζήτησης
22 Φεβ 2023 · When customers perform an external search, they are looking for information that is not readily available on a single website or platform. Here are the main characteristics of external searches: Conducted via a search engine - External searches are typically conducted using a general-purpose search engine like Google, Bing, or Yahoo.
Consumers engage in both internal and external information search. Internal search involves the consumer identifying alternatives from his or her memory. For certain low involvement products, it is very important that marketing programs achieve “top of mind” awareness.
Consumer external search continues to be a fruitful research area. The bivariate relationships between a number of variables and the central construct, amount of information search, have been proposed, theorized, and empirically tested in the literature.
An enduring interest in consumer behavior is the investigation of external prepurchase information search. Past research has identified a large number of factors that have been found to influence the extent of information search. The purposes of this article are to summarize the external information search literature and then develop a more ...
Search of information process itself can be divided into two parts as stated by Oliver (2011): the internal search and external search. In internal search, the consumers compare the alternatives from their own experiences and memories depending on their own past experiences and knowledge.
Information search has two phases, internal and external search. Traditionally, much attention has been devoted to external search, and research results have been productive (Newman 1977).
The analyses showed that while accessibility and diagnosticity of internal information have an impact on external information search, involvement with the product class has a consequential moderating effect on these relationships.
