In what sequence are information sources consulted by involved comsumers? The case of automobile pre-purchase search

Abstract

This study investigates the relationship between involvement and use of multiple information sources in the case of pre-purchase information search for automobiles. We consider the moderating role played by the sequence in which information sources are consulted. We explore our theoretical framework on a sample of 1261 Dutch consumers using a combination of structural equation modelling and cluster techniques. The results lend support for the claim that more involved consumers search more, and across more, information sources. We also identify clusters of consumers based on their search strategies, as defined by the sequencing of information sources used. Finally, research and managerial implications are discussed.