| The primary purpose of this study was to explore and examine pre-purchase information search behavior for products varying in service attributes. In particular, this study examined the impact of perceived risk, product involvement, and product familiarity on consumer information source preferences for products varying in service attributes.; The sample for this study consisted of 600 members of The Arkansas Household Research Panel. The sample was divided into six groups and each group was asked to read a hypothetical scenario and respond to a questionnaire regarding perceived risk, product involvement, product familiarity, and information source preferences. The information gathered from the sample was used to evaluate the reliability, validity, and testing the hypotheses.; Hypotheses were tested by using the canonical correlation procedure. In general, most of the hypothesized relationships were supported. Canonical correlation analyses revealed that perceived service attributes appear to influence the overall risk and several specific risk dimensions. Furthermore, the results confirmed the positive association between product involvement and preference for usage of personal sources of information. The data also confirmed that consumers who were more familiar with a given product had greater preference for internal sources of information. Finally, several managerial and theoretical implications were also discussed. |
