Factors Affecting Online Search Intention and Online Purchase Intention

This research focuses on various factors affecting online search intention which has been found to be a key predictor of online purchase intention. Data were collected from a sample consisting of mostly young adults with familiarity of computer use and online shopping experience. A structural equation model was employed to test hypotheses. According to the findings, utilitarian value of Internet information search, hedonic value of Internet information search, perceived benefits of Internet shopping, perceived risk of Internet shopping, and Internet purchase experience predicted online search intention well. The findings also showed that online search intention positively affects * Professor of Marketing, College of Business Administration, Seoul National University([email protected]) ** Marketing, Telephone Service Team, Hanaro Telecom Co., Inc. ([email protected]) *** M.B.A. candidate, College of Business Administration, Seoul National University([email protected]) This research was supported by the Institute of Management Research, Seoul National University. Seoul Journal of Business Volume 10, Number 2 (December 2004)