Satisfaction and Continuance Intention of online information search

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Presentation transcript:

Satisfaction and Continuance Intention of online information search Case example of Finnish travel information search

Research topic Effects of pre-purchase uncertainty and search strategy on purchase satisfaction and continuance intention to use online information search Internet usage experience with moderating effect

Proposed conceptual model

Empirical study Finnish travel information search Data collection Demographics Missing value analysis and multiple-imputation

Method of analysis Alternatives Correlation-based (linear regression, ANOVA and MANOVA), Covariance-based (SEM, Lisrel, Mplus, PLS) Method of choice: Structural Equation Modeling (SEM)

Structural Equation Modeling Process of using the method Exploratory Factor Analysis Measurement Model Structural Model Control effects Moderating effect of Internet usage: tested by Multi-group effect analysis

Step 1 Exploratory factor analysis

Step 2 Confirmatory factor analysis

Step 3: Structural model

Results of SEM

Results of SEM

Contributions of the research Purchase satisfaction < --- > Continuance intention of online search Pre-purchase uncertainty < --- > Purchase satisfaction Effects of Age and Education

Future research suggestions Different contexts of information search Up-to-date Industry Geography

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