Consumer Information Search Behavior on the Internet

A Possibility of Manipulation of Personal Influence Processes through the Internet

Abstract

This article attempts to develop a conceptual framework for consumer information search behavior on the Internet, based on other consumers' evaluation of products, services or brands. It begins with an overview ofthe Related Attributes Hypothesis of social comparison theory ("Goethals hypothesis"), and discusses the application of the hypothesis to consumer information search behavior on the Internet. The conclusion being that the "two-layer comparison model", underlying the hypothesis, suggests the possibility of manipulation over the personal influence processes through the Internet, which was considered virtually impossible prior to the Internet. The article then brings together insights from previous sections and sets forth a whole model for consumer information search behavior on the Internet.