| This dissertation proposes and tests a causal model of the factors influencing consumer external price search behavior in an electronic marketplace using an inclusive theoretical perspective that incorporates both traditionally and online search determinants. Drawing on the framework of consumer information search proposed by Schmidt and Spreng (1996), the present model brings empirical verification to a broad theoretical approach that integrates search costs economics, motivational theory, and information processing theory.; Select items from preexisting scales were adapted to the context of price search and internet shopping to form the basis for the construction of the survey research instrument. A pilot study using 127 student subjects showed scales to have acceptable reliability. The main study employed a convenience sample of 587 students who had made at least one purchase through the WWW in the three months preceding survey participation. Maximum Likelihood estimation in LISREL 8.5 was used to analyze the covariance matrix of observed variables in tests of the measurement model, structural model, and overall model fit. Estimation of the proposed model adhered to the assumptions of the general LISREL model.; Following testing and respecification, the model indicated that motivation was the strongest predictor of online price search. The role of motivation was greatest when the subjects perceived that prices varied considerably between WWW sellers and were highly involved with the internet as a task-aiding tool. The effect of motivation was strongly decreased when the costs associated with online price search were high. Costs were decreased for individuals knowledgeable about online search and increased when shopping time was limited.; The structural model accounted for approximately one third of the variance in online price search. This figure exceeds the amount of variance accounted for in earlier price search research that exclusively used the costs vs. benefits framework, and is within the range of the variance accounted for in prior price search research conducted in the context of grocery shopping. |
