Factors Affecting the Amount of External Information Business Search for Use of Aviation Services in Bali

DOI

10.2991/teams-19.2019.38How to use a DOI?

Keywords

external search effort; amount of experience; product class knowledge; interest in product; perceived risk; size of evoked-set; perceived benefit of search; cost of search; airline service

Abstract

This research tries to identify factors that determine the extent of external search effort by consumer in purchasing airline service. Based on the previous research by Srinivasan and Ratchford (1991), this study examines the impact of amount of experience, product class knowledge, interest in product, perceived risk, size of evoked-set, perceived benefit of search and cost of search on external search effort. This study finds that external search effort directly affected by amount of experience, product class knowledge, interest in product, and perceived benefit of external search activities pre-purchase. The perceived benefit itself is affected by amount of experience, perceived risk, and the number of brands considered to be purchased. The result of this study conform to psychological/motivational perspective in which interest in product category motivate the consumer to search for more information. The findings that perceived benefit of search positively affects external search effort conform to cost/benefit perspective in which consumer will continue searching for information as long as the perceived benefit of search exceeds the cost of search.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ni Luh Wayan Sayang Telagawathi
AU  - Ni Made Dwi Ariani Mayasari
AU  - Ni Nyoman Yulianthini
PY  - 2019/11
DA  - 2019/11
TI  - Factors Affecting the Amount of External Information Business Search for Use of Aviation Services in Bali
BT  - Proceedings of the International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19)
PB  - Atlantis Press
SP  - 206
EP  - 211
SN  - 2352-5428
UR  - https://doi.org/10.2991/teams-19.2019.38
DO  - 10.2991/teams-19.2019.38
ID  - Telagawathi2019/11
ER  -