This research examines two types of consumer prepurchase uncertainty: knowledge and choice uncertainty, and identifies the relationship between uncertainty dimensions and the degree of consumer external information search in online hotel booking environment. The study employs a 2 (high/low knowledge uncertainty) × 2 (high/low choice uncertainty) between-subjects factorial experiment (N = 107), and the MANCOVA results partially support hypotheses that the participants with high knowledge uncertainty undertake less extensive information search online, whereas those with high choice uncertainty more commit to online information search. The study discusses the findings in light of economics of information theory and psychological aspects of information search. Managerial implications are also discussed.
All Science Journal Classification (ASJC) codes
- Management Information Systems
- Tourism, Leisure and Hospitality Management