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

2. 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

3. Proposed conceptual model

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

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

6. 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

7. Step 1
Exploratory factor analysis

8. Step 2
Confirmatory
factor analysis

9. Step 3: Structural model

10. Results of SEM

11. Results of SEM

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

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