Different channels for different services: information sources for services with search, experience and credence attributes

ABSTRACT

A first step in many decision-making processes is a search for information. This paper focuses on the means consumers use to access information prior to contracting services. It uses two different theoretical perspectives, namely, the economic approach and the psychological approach), and the specific aim is to compare consumers’ choice of source when seeking information prior to contracting services with different levels of search, experience or credence attributes. The modelling technique is mixed regression models, which allow the use of standard errors robust to within-group correlation. Our review of the data from a sample of 492 consumers and nine different services (three for each attribute category) shows that consumers use fewer information sources and show less search intensity when the purchase involves a service with search attributes than when it involves either of the other types. The highest levels of information search intensity and online media usage are found in relation to services with experience attributes. Fewer sources are consulted for purchases involving services with credence qualities than for those involving the other types, but the information obtained has a greater impact on decision making. The information sources most commonly-used are personal contacts and offline media.

摘要

在许多决策过程中的第一步是搜索信息。本文着重讨论消费者在签约服务之前使用访问信息的方式。它使用两种不同的理论观点，即经济方法 和心理学方法，具体的目的是比较消费者在选择服务之前的信息来源与不同层次的搜索、体验或信任属性。建模技术是混合回归模型，它允许使用稳健的内组相关性的标准误差。我们对来自492名消费者和九种不同服务（每种属性类别三种）的样本的数据进行了审查，结果显示，消费者使用较少的信息源，并且当购买涉及具有搜索属性的服务时，显示的搜索强度小于当涉及到任何其他类型时的搜索强度。信息搜索强度和在线媒体使用的最高级别与具有体验属性的服务相关。与涉及其他类型的服务相比，涉及具有信用质量的服务的购买的咨询来源较少，但所获得的信息对决策制定具有更大的影响。最常用的信息来源是个人联系和离线媒体。

KEYWORDS:

• Services
• credence attributes
• search attributes
• experience attributes
• information sources
• online information search

关键词:

• 服务
• 信任属性
• 搜索属性
• 体验属性
• 信息源
• 在线信息搜索

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by Spanish Ministerio de Economía y Competitividad: [Grant Number ECO2015-65393-R].