The Effect of Information Seeking Behavior on an Online Purchase Intention

This paper reports a research in progress to study the effect of information seeking behavior on an online purchase intention. There are several strategies people use to find information in the Internet, whether information of interest is known or unknown. Furthermore, before conducting a search, people may have plans on how they will gather information or simply browsing the Web without having any plan at all. During an information seeking period, people may perceived more information than they first intended to have. These perceived information might, in turn, influence their willingness to buy things online. Perceived information considered on this study are secure payment system, product quality, after-sales support, and company trustworthiness. It combines Theory of Planned Behavior and Technology Acceptance Model. Survey will be conducted to test the hypotheses stated on this study.

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