Information Search Behavior on a Brand Website

• In Event: CAT Interactive Papers #3

Abstract

This study attempts to understand the nature of information i.e., product or promotion related, that opinion leaders and opinion seekers consume from a company’s brand website. We also examine whether there are significant differences in these segments search behavior. For the analysis, we use a combination of clickstream and trait data provided by a popular sports nutrition firm in Japan. We find that while opinion leaders do not view product related content, those with high brand commitment view more promotional related content. Conversely, opinion seekers do not view promotional related content, those with high brand commitment view more product related content. The study develops a comprehensive framework to understand the information search behavior of these two segments and provides managers with a better understanding of how different segments consume different content.

Authors

• Vijay Viswanathan, Northwestern U

• Mototaka Sakashita, Keio U