Online information search and decision making: Effects of web search stance |
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| Affiliation: | 1. Human Systems Engineering, The Polytechnic School, Ira A. Fulton Schools of Engineering, Arizona State University, 7271 E. Sonoran Arroyo Mall, Santa Catalina Hall 150D, Mesa, AZ 85212, USA;2. Food Industry Management, Morrison School of Agribusiness, W. P. Carey School of Business, Arizona State University, 7231 E. Sonoran Arroyo Mall, San Tan 235F, Mesa, AZ 85212, USA;3. Applied Psychology/Human Systems Engineering, The Polytechnic School, Ira A. Fulton Schools of Engineering, Arizona State University, 7271 E. Sonoran Arroyo Mall, Santa Catalina Hall 150, Mesa, AZ 85212, USA;4. Industrial/Organizational Psychology, The Polytechnic School, Ira A. Fulton Schools of Engineering, Arizona State University, 7271 E. Sonoran Arroyo Mall, Santa Catalina Hall 150, Mesa, AZ 85212, USA;5. Simulation, Modeling, and Applied Cognitive Science, The Polytechnic School, Ira A. Fulton Schools of Engineering, Arizona State University, 7271 E. Sonoran Arroyo Mall, Santa Catalina Hall 150, Mesa, AZ 85212, USA;1. School of Energy and Environment, Southeast University, Nanjing, 210096, China;2. Department of Civil and Environmental Engineering, Graduate School of Engineering, Tohoku University, Aoba Aramaki 6-6-06, Sendai, 980-8579, Japan;3. School of Civil Engineering and Architecture, East China Jiaotong University, Jiangxi, 330013, China;4. College of Geology and Environment, Xi’an University of Science and Technology, Xi’an, 710054, Shanxi, China |
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| Abstract: | A naturalistic online information search exposes individuals to multiple sites and conflicting perspectives. In this study, we evaluated how the holistic stance of a web search toward a product influences purchasing decisions. We recruited 109 participants who completed an initial product choice task regarding bottled water, a brief Internet search, and then a second post-search product choice task. Internet searches were analyzed to identify query terms, site visits, and stance. Results show that query terms influenced the types of sites obtained in a search, which in turn shaped the overall search stance. Participants were more likely to buy bottled water when they visited websites that emphasized environmental, economic, or health benefits for bottled water (i.e., positive stance). Participants who were asked to focus on environmental issues were less likely to buy bottled water unless packaged in recycled plastic. |
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| Keywords: | Advertising Choice modeling Decision making Online information search Online learning Search behaviors |
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