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School of Business | Department of Marketing | Marketing | 2011
Thesis number: 12978
Implications of hedonic and utilitarian information search and social media browsing on purchase value
| Author: | Nurmikko, Sakari |
| Title: | Implications of hedonic and utilitarian information search and social media browsing on purchase value |
| Year: | 2011 Language: eng |
| Department: | Department of Marketing |
| Academic subject: | Marketing |
| Index terms: | markkinointi; marketing; shoppailu; shopping; kuluttajakäyttäytyminen; consumer behaviour; sosiaalinen media; social media; e-business; e-business; viestintä; communication |
| Pages: | 52 |
| Full text: | |
| Key terms: | online information search; social media; hedonism; utilitarianism; website browsing; electronic word-of-mouth |
| Abstract: |
Information search has become increasingly more efficient and manageable for consumers through the development of the Internet. This has also impacted the way consumers search for information and how the search affects purchasing decisions. The purpose of this research is to examine the way consumers use hedonic and utilitarian information search to search for electronic word-of-mouth (eWOM) and how this affects their web browsing habits. This is reflected upon the purchase value of over 1600 travel agency customers using factor and cluster analysis as statistical analysis methods. The findings suggest that hedonic and utilitarian information search as well as websites should be considered to contain a dimension including both types of information. Additionally, distinctive customer segments were found that can be used by companies in the travel industry to create targeted marketing programs.
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