Exploring why people spend more time shopping online than in offline stores

Yu Ping Chiu, Shao Kang Lo, Ai Yun Hsieh, Yujong Hwang*


研究成果: 雜誌貢獻期刊論文同行評審

17 引文 斯高帕斯(Scopus)


This study investigated reasons for differences in search effort between online and offline environments. To test hypotheses, an experimental method was used to imitate real search conditions in various situations (online: Pchome; offline: Tsann Kuen Co.). We selected two computer, communications, and consumer electronics products as the experimental product. Results indicated that the main reason is the difference in perceived search costs and price sensitivity in online versus offline situations. Understanding reasons for search motivation can help online sellers strategically manipulate these factors to reduce consumers’ search effort, thus enhancing the efficiency of consumers’ purchase decisions. These results provide future researchers with a direction for related studies to consider the effect of perceived search costs, price sensitivity, and search motivation on search behavior.

頁(從 - 到)24-30
期刊Computers in Human Behavior
出版狀態已發佈 - 2019 6月

ASJC Scopus subject areas

  • 藝術與人文(雜項)
  • 人機介面
  • 心理學(全部)


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