Search mode and purchase intention in online shopping behavior

This study focuses on the effect of website visitors' goal-oriented search mode on purchase intention in online environments. In a study of 874 respondents recruited from 13 online shops representing a diversity of product categories and customer segments, the effect of visitors' goal-oriented search mode on purchase intention is found to be moderated by product involvement and product risk. Furthermore, product involvement, product risk, product knowledge and Internet experience are found to have positive effects on the degree of goaloriented search mode of the visitors. Also, product knowledge and Internet experience are reported to have direct positive effects on purchase intention. The results point to the importance of understanding the characteristics of website visitors, and to customize the support and search services offered on the website to the characteristics and preferences of the individual visitor. Customization of this kind may partly be based on immediate visitor history (referrer) and may be used to increase purchase intention, and eventually online sales.