Information-Searching Task Type and Searching Effort: the Mediating Role of Self-Efficacy

This article examines information searching behavior under different searching tasks (general vs. specific) and the mechanism. Two experiments demonstrate that consumers make more efforts under general searching task than under specific searching task which is mediated by self-efficacy. We also explore this effect under different scenarios (material vs. experiential product).


Feiqiong Wei, Yafeng Fan, and Jing Jiang (2016) ,"Information-Searching Task Type and Searching Effort: the Mediating Role of Self-Efficacy", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 764-764.


Feiqiong Wei, Renmin University of China,China
Yafeng Fan, Renmin University of China,China
Jing Jiang, Renmin University of China,China


NA - Advances in Consumer Research Volume 44 | 2016

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