Aided Information Retrieval on Content-Based Websites: Learning Faster Or Learning Less?

Dimitrios Tsekouras, Erasmus University Rotterdam, the Netherlands
Benedict Dellaert, Erasmus University Rotterdam, the Netherlands
Consumers are increasingly turning to the internet to obtain information for their decisions. In response, many websites offer aids that facilitate information retrieval. These aids typically save valuable time but their impact on consumer knowledge formation is less clear. This study demonstrates that aided information retrieval may in fact harm consumer learning and lead to lower levels of website loyalty. We find that this latter effect is fully mediated by the influence of content-oriented learning. Finally, unaided information retrieval leads to higher lock-in towards the mode of acquiring the information compared to aided information retrieval mode.
[ to cite ]:
Dimitrios Tsekouras and Benedict Dellaert (2010) ,"Aided Information Retrieval on Content-Based Websites: Learning Faster Or Learning Less?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 915-916 .