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Consumer Information Search Behavior with Time Tolerance

Based on perceived trust and search time, this paper develops a consumer utility model that describes consumer information search behavior in online retailer. The model reveals that consumer utility is direct proportion to perceived trust in online retailer and inverse proportion to search time. Furthermore, consumer utility increases as search time increases within time threshold, while consumer utility decreases as search time increases. Finally, the time threshold of consumer information search is inverse proportional to price. Keywordsexpected utility; perceived trust; information search; time tolerence