Revisiting the Taxonomy of Online Search Intent

Abstract

Driven by the evolution and the diversification of digital devices and online contents, consumers' search behavior is more deeply rooted in their daily lives, making their search behavior more ongoing than goal-oriented. In this paper, we focus on information search behavior in today’s digital environment and the search intent behind this behavior, and aim to update the theories on information search intent. The contribution of this paper is as follows; first, the paper focuses on ongoing search behavior, which plays a large part in today's information search behavior but has not been sufficiently examined in the existing literature. Second, the paper re-classifies search intent and points out the importance of the consummatory aspect of information search. Third, while most previous studies have focused on the information search behavior of a single product, this study addresses that of multiple products and services and examines the heterogeneity of product categories.