S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Seoul Journal of Business Seoul Journal of Business Volume 10, Number 1/2 (2004)
Factors Affecting Online Search Intention and Online Purchase Intention
- Kim, Jaeil; Lee, Heechun; Kim, Haejoo
- Issue Date
- Seoul Journal of Business, Vol.10 No.2, pp. 27-48
- This research focuses on various factors affecting online search intention which has been found to be a key predictor of online purchase intention. Data were collected from a sample consisting of mostly young adults with familiarity of computer use and online shopping experience. A structural equation model was employed to test hypotheses. According to the findings, utilitarian value of Internet information search, hedonic value of Internet information search, perceived benefits of Internet shopping, perceived risk of Internet shopping, and Internet purchase experience predicted online search intention well. The findings also showed that online search intention positively affects online purchase intention. Finally, theoretical and managerial implications are discussed.