The effect of Web search strategy on online purchase intention: A Web design element-related cost benefit approach

Abstract

This study investigates the effect of Web search strategy on online purchase intention. It examines how Web search strategies influence the seekersa?? perceived Web search benefit and perceived Web search cost from the perspective of Web design elements. In a whole, this study is trying to answer one main research question, i.e. how does Web search strategy affect online purchase intention? A laboratory experiment followed by a post-experiment survey was conducted to answer the above questions. Two hundred and thirty five undergraduates subjects participated in this experiment, comprises 121 males and 114 females. During the experiment, they were grouped into planned group and unplanned group. The findings of this study suggest that there is a different effect of Web search strategy on online purchase intention. Based on the above findings, several recommendations to Web designer are proposed. Implications, limitations, as well as the direction for studies are discussed.