Perceived Quality and Search Behavior of Online Information

Abstract

The internet has increased consumers ’ easy access to product information as well as variance of information quality. Consumers need to choose information that is accurate and reliable. This study examines causal relationships among online information quality (relevance and clarity), information search value (social, utilitarian, and epistemic), prior customer satisfaction with their information search experience, and intention to search for information. Results show that information relevance is strongly related to the utilitarian value from information seeking, whereas information clarity is strongly related to epistemic value. Moreover, the utilitarian value is more likely to drive satisfaction with and intention toward online information search.