Abstract:

Building on a fundamental property of cognitive psychology and information processing theory, this study explores the mechanism underlying consumers’ online information searching behavior.. This study proposes that information-searching task type evokes individuals’ degree of self-efficacy, which affects their subsequent searching behavior, namely the effort they make in information searching. Specifically, as compared to those with a specific task, consumers facing a general task exert greater searching effort, given that a lower self-efficacy is triggered. Meanwhile, this study also finds an interaction effect of task type and product category on searching effort. When searching for a search product, consumers demonstrate greater effort under a general task than a specific task; however, no difference is identified between the two when consumers search for an experience product.

Key words: internet information-searching, information-searching task type, product category, self-efficacy, information processing