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Search mode and purchase intention in online shopping behaviour

This study focuses on the effect of website visitors' degree of goal-oriented search mode on purchase intention in online environments. In a study of 874 respondents recruited from 13 online shops representing a diversity of product categories and customer segments, the effect of visitors' degree of goal-oriented search mode on purchase intention is found to be moderated by product risk. Furthermore, product involvement, product risk and internet experience are found to have positive effects on the degree of goal-oriented search mode of the visitors. Also, product knowledge, product risk and internet experience are reported to have direct effects on purchase intention. The results point to the importance of understanding the characteristics of website visitors, and to customise the support and search services offered on the website to the characteristics and preferences of the individual visitor to increase purchase intention, and eventually online sales.