Information searching is the important step on processes of customer purchasing decision. In the past, however, the majority of research related information searching merely proposes the propositions and build the hypothesis model that lacked for empirical testing. Therefore, this study would carry out empirical testing on consumer online information searching. This study is to investigate the factor influenced the intention of consumer online information searching, and then to test those relationship through structural equation modeling. The result suggests that motivation is the key effect on online information searching, and is the mediator for perceived benefit, perceived cost, ability to search and involvement.
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