Effects of consumer motives on search behavior using internet advertising.

Past studies on uses and gratifications theory suggested that consumer motives affect how they will use media and media contents. Recent advertising research has extended the theory to study the use of Internet advertising. The current study explores the effects of consumer motives on their search behavior using Internet advertising. The study employed a 2 by 2 between-subjects factorial experiment design. A total of 120 subjects were assigned to an experiment condition that contains an Internet advertisement varying by advertising appeals (i.e., rational vs. emotional) and product involvement levels (high vs. low). Consumer search behavior (measured by the depth, breadth, total amount of search), demographics, and motives were collected by post-experiment questionnaires. Because all three dependent variables measuring search behavior were conceptually related to each other, MANCOVA procedures were employed to examine the moderating effects of consumer motives on the dependent variables in four product involvement-advertising appeal conditions. Results indicated that main effects for product involvements and advertising appeals were statistically significant. Univariate ANOVA also showed that advertising appeals and product involvement levels influenced the total amount of search. Three-way interactions among advertising appeals, product involvement levels, and information motive were also statistically significant. Implications and future research directions are discussed.