Determinants of In-Store Information Search Strategies Pertaining to a Christmas Gift Purchase
This study examines consumers' use of in-store information sources while Christmas shopping. A literature review identifies a number of situational, personal, and démographic variables that may influence search behaviour for a Christmas gift. A survey was conducted soon after the Christmas season to investigate the effects of the identified variables on search behaviour pertaining to a clothing gift. Findings indicate that in-store search behaviour consists of three dimensions: general information search (e.g., dispays, comparing prices/brands), specific information search (e.g., labels, packaging), and assistance of sales clerks. Each search dimension was regressed on the identified variables, and determinants were obtained. Situational variables consistently outper-forn all other variables, and personal variables outper-form demographics for the two nonpersonal search variables. Implications for further research and for practitioners are provided.
Michel Laroche, Gad Saad, Elizabeth Browne, Mark Cleveland, and Chankon Kim. "Determinants of In-Store Information Search Strategies Pertaining to a Christmas Gift Purchase" Canadian Journal of Administrative Sciences 17.1 (2000): 1-19.