• International Journal of Knowledge Content Development & Technology
• /
• 제6권2호
• /
• pp.29-42
• /
• 2016

Performing an online health search is a popular activity conducted on the Internet. Research studies from developed countries provide information on source used, type of search performed and devices used to perform the search. However, the same cannot be said about the online health information searching scene in South East Asia. Online health information searching is gaining popularity in South East Asia. Citizens in these countries are turning to the Internet to obtain health information quickly. Current research studies pertaining to online health information searching in South East Asian is limited, particularly relating to search experiences of South East Asian health searchers. Search experience is pertinent as it could deter or encourage the possibility of conducting future health searches. In this research study, a user study was conducted to describe the online search experience of South East Asian health searchers. A face to face interview with 50 participants was conducted. The interview was audio recorded and transcribed verbatim. Results indicate participants have positive and negative search experiences. In some cases, post search outcomes influenced the search experience. Results of this research study contribute to the growing domain of knowledge in relation to online health information searching. Results of this study also provide an understanding pertaining to the search experience of South East Asian online health searchers.

• Journal of Information Technology Applications and Management
• /
• 제13권3호
• /
• pp.181-200
• /
• 2006

The purpose of this study is to examine factors influencing online product transformation focusing on benefits of online shopping and word of mouth. Generally, it has been known that buying search goods is more proper than experience goods in the online. However benefits of online shopping and word of mouth make product transformation from experience goods to search goods and the product transformation promote the purchase of experience goods online. We developed a conceptual model of online product transformation including benefits of online shopping(e.g. good price and convenience), online word of mouth (e.g. bulletin board and consumer reviews), and consumer characteristics (e.g. innovativeness and Internet usage). Also, we suggest several research propositions on online product transformation. The implications for marketing strategies of experience goods and furher research direction are suggested.

• 지식경영연구
• /
• 제15권3호
• /
• pp.141-168
• /
• 2014

Purchasing through Internet shopping mall has more uncertainty compared with offline shopping mall. Previous studies have presented that trust plays a role of reducing uncertainty and increasing purchasing intention. In this study, we suggest that third-party assurance and word-of-mouth contribute to the formation of trust. In addition, we also propose that ease of product evaluation plays moderating roles in the relationships between third-party assurance, word-of-mouth and trust. For this study, we collected sample data from two groups consisting of online shoppers purchasing the search goods and experience goods categorized by type of ease of product evaluation. Empirical results show that word-of-mouth and third-party assurance have different effects on trust in two groups. The third-party assurance has a stronger impact on trust in online shopping group of the search goods than in the experience goods, while word-of-mouth in the online community has a stronger impact on trust in online shopping group of the experience goods than in the search goods. We expect that this result will provide researchers and managers who are interested in trust formation factors in online shopping mall with useful theoretical and practical implications.

• Asian Journal of Business Environment
• /
• 제4권3호
• /
• pp.5-12
• /
• 2014

Purpose - This study is aimed at examining Indian consumers' online shopping motivations, information search, and shopping intentions. The study intends to reveal the relationship between online shopping motivations, information search, and shopping intentions. Research design, data, and methodology - The study employs factor analysis to verify correct loading of items on corresponding factors, and to confirm the applicability of constructs in the Indian context. The model was verified using stepwise regression analysis. Results -The findings show that hedonic and utilitarian motivations significantly affect online information search and shopping intentions. The information search is a significant predictor of online purchase intention. Conclusions - Hedonic and utilitarian motivations are the salient factors affecting online information search and purchase intentions. Marketers are required to design websites that foster an enjoyable online experience. This will attract customers who will browse the website for a longer duration. More time devoted to information search will ensure brand building and loyalty.

• 한국콘텐츠학회논문지
• /
• 제20권4호
• /
• pp.202-211
• /
• 2020

본 연구는 온라인 검색서비스 이용자들이 검색 결과를 이용하면서 경험하는 문제적 요소들이 만족도에 어떤 영향을 미치는지 주이용 검색 결과 유형별로 살펴보았다. 조사 결과, 통합검색 결과 중 특정서비스 영역의 검색 결과 이용시 부정적 경험이 가장 많은데, 이는 이용률이 가장 낮은 검색 결과 유형이라는 점과도 무관하지 않다. 특히 이용자들은 특정서비스 영역의 검색 결과에서 광고성 정보 및 가치 없는 또는 유용성이 낮은 정보를 접하게 되는 경우가 많으며, 정보의 부정확성, 편향성, 개인정보유출 경험도 상대적으로 다른 검색 결과보다는 높은 편으로 조사되었다. 온라인 검색서비스의 검색 결과 유형별 만족도는 검색 결과의 흥미성에서만 차이를 보이고, 그 외 만족도 요인은 검색 결과 유형별로 차이가 발견되지 않았다. 검색 결과 유형별로 만족도에 영향을 미치는 이용 경험 요인을 살펴보면, 검색광고 등 추천 웹사이트와 검색광고를 제외한 일반통합 검색 결과의 경우 정확한 정보가 제공될수록 검색 결과에 대한 만족도를 증가시키며, 일반 통합 검색 결과의 경우는 가치 및 유용성이 높은 정보 제공도 만족도에 긍정적인 영향을 미치는 것으로 나타났다. 결국 온라인 검색서비스 사업자가 서비스 개선을 위해 가장 최우선으로 고려해야 할 부분은 정보의 정확성과 정보의 가치 및 유용성 제고에 있음을 시사한다.

• 마케팅과학연구
• /
• 제16권3호
• /
• pp.143-167
• /
• 2006

최근 인터넷을 통한 제품구매가 점차 다양화되고 있음에도 불구하고 전통적인 오프라인과 비교해 상대적으로 인터넷을 통한 정보탐색과 구매 선호도가 높은 제품유형에 관한 체계적인 이해는 아직 미흡한 실정이다. 본 연구는 제품구매 시 제품에 대한 소비자의 위험지각이 온라인 오프라인, 온-오프라인으로 구분되는 정보탐색유형을 통한 탐색행동에 미치는 영향에 관해 살펴보았다. 특히, 제품유형을 탐색-경험-신뢰재로 구분하여 제품에 대한 위험지각과 정보탐색 사이의 관계가 제품에 대한 지식수준에 따라 어떻게 달라지는지를 실증분석을 통해 밝히고자 하였다. 분석결과, 지식수준이 낮은 경우에는 경험재와 신뢰재에서 위험지각이 높아질수록 온라인-오프라인을 통해 많은 정보를 탐색하는 것으로 나타났으며, 지식수준이 높은 경우에는 탐색재에서 위험지각이 높을수록 온라인을 통해 많은 정보를 탐색하는 것으로 나타났다. 본 연구결과는 제품관련 업체는 물론 온라인 및 오프라인 유통업체들에게 유용한 정보를 제공할 수 있을 것으로 기대한다.

• 한국문헌정보학회지
• /
• 제22권
• /
• pp.361-396
• /
• 1992

The purpose of this study is to verify the correlations between the amount of the online searcher's search experience and their search effect. In order to achieve this purpose, the 28 online searchers working at the chosen libraries and information centers have participated in the study as subjects. The subjects have been classified into the two types of cognitive style by Group Embedded Figure Test. As the result of the GEFT, two groups have been identified: the 15 Field Independance ( FI ) searchers and the 13 Field Dependance ( FD ) searchers. The subject's search experience consists of the 3 elements: disciplinary, training, and working experience. In order to get the data of these empirical elements, a questionnaire have been sent to the 28 subjects. An online searching request form prepared by a practical user was sent to all subjects, who conducted searches of the oversea databases through Dialog to retrieve what was requested. The resultant outcomes were collected and sent back to the user to evaluate relevance and pertinence of the search effect by the individual. In this study, the search effect has been divide into relevance and pertinence. The relevance has been then subdivided into the 3 elements : the number of the relevant documents, recall ratio, and the cost per a relevant document. The relevance has been subdivided into the 3 elements: the number of the pertinent documents, utility ratio, and the cost per a pertinent document. The correlations between the 3 elements of the subject's experience and the 6 elements of the search effect has been analysed in the FI and in the FD searchers separately. At the standard of the 0.01 significance level, findings and conclusions made in the study are summarised as follows : 1. There are strong correlations between the amount of training and the recall ratio, the number of the pertinent documents, and the utility ratio on the part of FI searchers. 2. There are strong correlations between the amount of working experience and the number of the relevant documents, the recall ratio on the part of FD searchers. However, there is also a significant converse correlation between the amount of working experience and the search cost per a pertinent document on the part of FD searchers. 3. The amount of working experience has stronger correlations with the number of the pertinent documents and the utility ratio on the part of FD searchers than the amount of training. 4. There is a strong correlation between the amount of training and the pertinence on both part of FI and FD searchers.

• 정보관리연구
• /
• 제26권1호
• /
• pp.80-98
• /
• 1995

검색전략(檢索戰略)은 효과적인 탐색을 수행하는 수단이다. 검색전략(檢索戰略)의 여러 연구 중에서 베이츠의 탐색전술은 자주 인용되고 소개되어 왔으나, 대부분의 연구는 피상적이었다. 본 논문에서는 베이츠의 탐색전술의 내용을 자세하게 조사하고 베이츠의 탐색전술에 기초하여 실제 온라인 탐색과정을 기술하려고 노력하였다. 사용된 전술(戰術)을 구분하기 위하여 다음의 3가지 유형의 조사가 이루어 졌다. (1) 다른 유형의 조직에 속하고, 다른 유형의 데이터베이스를 사용하는 7명의 탐색자와의 면담 (2) 온라인 탐색 레코드의 분석 (3) 1년간 신문 데이터베이스의 검색 신청서의 분석 결론적으로 베이츠 전술의 일부가 빠지고 자주 사용된 새로운 전술이 추가되었다. 다음의 5가지 요소가 온라인 검색행위(檢索行爲), 검색전략(檢索戰略), 검색전술(檢索戰術)에 영향을 미친다. (1) 탐색요구의 난이도 (2) 데이터베이스의 내용 (3) 온라인 탐색의 요금정책(검색비용의 부담자) (4) 탐색과정에서 이용자의 동석여부 (5) 탐색자의 온라인 경험 제한된 조건에서 전형적인 전술이 제안되었다. 그러나 전술의 사용유형을 일반화하기 위해서는 많은 조사연구가 필요하다.

• Asia pacific journal of information systems
• /
• 제23권1호
• /
• pp.21-43
• /
• 2013

Internet vendors are gradually realizing the importance of "locking-in" online customers in order to ensure profitability. Erection of switching barriers increases customers'lock-in and in turn may result in their willingness to pay price-premium for the same service. However, raising customer lock-in online is difficult because search costs are very low. Therefore, this study examines the effect of switching barriers (customer satisfaction, perceived value and relative advantage) on switching costs and the effect of switching costs on customer's willingness to pay more. Since switching costs and consequent relationships may depend upon the type of product therefore the research model in this study is examined for both search products and experience products. Data is collected through an online survey from two websites (one each for search product and experience product). The empirical results show the key role of switching costs in customers' willingness to pay more and the relationships among the four constructs. The theoretical and practical implications of this study are also discussed.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• 제13권12호
• /
• pp.6097-6120
• /
• 2019

Online consumer reviews (OCRs) provide product information and recommendations especially pictures in reviews depict the true information about the product. This study investigates the influence of pictured reviews on online seller (for a particular product of a seller) rating with moderating effect of price, brand type (foreign vs local), goods type (experience vs search), and brand familiarity. Multiple robust linear regression analysis with moderation interaction and quadratic effect used to explain the relationship of the explanatory variables with the criterion variable. We collected cross-sectional data from the two most renowned Chinese online shopping platforms (B2C) of total 15,621 product links. Results show that higher number of reviews with a low ratio of picture reviews response negative effect on rating, whereas the lower number of reviews with a high ratio of picture reviews response positive effect on the rating. In overall picture in the reviews improve the online seller product rating. For the moderation effect, results show that price and brand familiarity have a positive interaction effect on the relation of pictured reviews and rating whereas experience goods have less negative effect comparing search goods. Finally, local brand has less negative interaction effect comparing foreign brand to pictured reviews and rating.