Knowledge Network Node
Jiangsu Commercial Forum. 2012, (05)

The Impacts of search engines on Customer’s Online Buying IntensionChinese Full Text

Liao cheng lin,Shi xiao na(School of Economics and Business Administration,Chongqing University)

Abstract: Based on consumers’ online purchase decision theory,the online buying behavior begins with the searching.An empirical study about online buying intension is carried through to test the hypotheses by structure equation model（SEM）in the consumer’s perspective.The result reveals that search engine rankings and search costs influence consumer’s online buying intension.Besides,Consumer expertise plays a moderating role between the search engine rankings and attitudes.
Keywords：

search engine ranking; search cost; Consumer expertise; attitude; Online Buying Intension;

  • DOI：

    10.13395/j.cnki.issn.1009-0061.2012.05.010

  • Series：

  • Subject：

  • Classification Code：

    F713.36;F224

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