| Summary: | Consumer information search is a vital stage in the decision making model and it is the most time consuming phase. This study attempts to investigate consumer information search behavior especially for credence goods and the use of consumer generated content (CGC).
The internet enabled customers with a great deal of shared knowledge and information online. Moreover, when customers are searching information about credence goods, they
often rely on CGC. There is an emerging interest on the effectiveness of CGC because it provides insights into consumer behavior and enables companies with new opportunities for communicating with customers. Therefore, this research study adopts a general view of CGC and discusses social media in particular as the main source that consumers opt for while searching for product related information.
This study was carried out among British customers. A qualitative research methodology was adopted. The sampling framework was achieved using purposeful sampling and it was
used to recruit 15 participants who tend to take more of an interest in the internet and the use of social media as a source of information. Data was collected by use of research interview and analyzed using content analysis. The results revealed that CGC plays an influential and significant role in consumers’ information search process. Moreover, it showed that customers are skeptical of online information. Therefore, concerns regarding trust in online information were highlighted. The research study provides significant implications and recommendations for managers on consumer behavior.
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