Exploring the Impact of Consumer Information Search on Communication Product Choice in a Multi-channel Shopping Environment Using TAM Model

Abstract

In the era of ubiquitous technology and information accessibility, multi-channel shopping has emerged as a prevalent consumer purchasing mode. This diversified shopping landscape presents consumers with an array of shopping channels and product options, profoundly influencing their shopping behaviors and decision-making processes, particularly in the realm of information search. This study delves into the impact of consumer information search behavior on communication product choice within a multi-channel shopping environment, employing the Technology Acceptance Model (TAM) as the theoretical framework. The findings unveil a significant correlation between consumers' acceptance of various shopping channels and their information search behavior, which in turn shapes their communication product choices. Notably, consumers' perceptions of ease of use, information richness, and transaction security associated with shopping channels influence their channel acceptance, subsequently impacting their communication product choice behavior. These insights hold valuable implications for companies in crafting more effective marketing strategies and promotional plans, while also contributing to academic discourse on consumer behavior and the application of the Technology Acceptance Model.