Information search and consideration set formation in a web-based store environment

The research reported here attempts to understand information search and consideration set formation in a web-based choice environment. A conceptual model is used to propose hypotheses that link information search and consideration set formation with two task environment influences that are typical of online settings. A study that simulates information search and consideration set formation in a web-based choice environment is conducted to test the hypotheses. The results offer insights into how the number of available alternatives and the amount of time available may have an effect on search and evaluation in a web-based store. The research has implications for understanding how consumers shop in online stores.