The Effect of Consumer Characteristics on Exploratory Information Search and Information Use Behavior

Submitted:October 26, 2015 1 st Revision:February 14, 2016 Accepted:February 16, 2016 * 본 연구는 홍익대학교 학술연구진흥비와 2014년 대한민국 교육부와 한국연구재단(NRF-2014S1A5A2A01013756)의 지원을 받아 수행되었습니다. ** 홍익대학교 경영대학, 주저자 *** 홍익대학교 경영대학, 교신저자 Advance of the Internet environment is applied not only to information search but also to the area of consumption behavior. Current research analyzes online use behavior and online information search of consumers in terms of users’ perception. With the result of the research, it is noticed that promotion focus brings broader variation of information use behavior, and utilitarian value has a beneficial impact on the online exploratory information search. In addition, it is revealed that the more exploratory the information search is, the wider the range of online shopping information search is. Finally, people who have utilitarian shopping value showed more exploratory behavior in online search, especially for the search of informational products, than those who have hedonic shopping value. Present research is believed to improve practical influence of consumers’ personality on online use behavior when customers purchase search products online. As a result, it would contribute to consumer research and marketing held online. Keyword:Promotion Focus, Utilitarian Value, Hedonic Value, Information Goods, Exploratory Search, Information Search, Information Use Behavior 韓國IT서비스學會誌 第15卷 第1號 2016年 3月, pp.19-37 20 Ah-Reum Kim.Hyunjeong Kang