An empirical investigation into information search behaviour of Indian consumers Online publication date: Fri, 02-Jun-2023
by Anuradha Malik
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 18, No. 4, 2023
Abstract: Information search behaviour of consumers is a notable field of research. The present study has explored the information search behaviour of consumers for services by hypothesising and testing an information search behaviour model. Single cross sectional research design has been employed for the study. Data for the study was collected through structured questionnaire from Delhi-NCR region of India. The context of the study is banking services, hotel booking and insurance services. Structural equation modelling (SEM) has been used to test the hypothesised model. The findings reveal that perceived benefits of search, involvement and self-confidence of consumers positively impacted external search effort by consumers. The present research has contributed by providing in-depth knowledge about information search behaviour of Indian consumers. Implications of the study and suggestions for future research have been provided in the study.
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