Individual differences in consumer information search for services: A multiple mediation study

The study examines the role of individual differences in the information search behaviour of consumers for experience services. Structural equation modelling was used to analyse the quantitative data obtained from the 268 consumers selected for a cross-sectional survey in a major northern city of India. Results revealed that consumers' optimum stimulation levels are positively related to their self-confidence and motivation to search and subsequently have a significant indirect effect on their information search efforts. Consumer self-confidence and motivation to search mediate the relationship between the optimum stimulation level and search effort. The study offers insights into the role of consumers' individual differences in information search. Consumers engaged in variety-seeking behaviour are more confident in their decision making and search for abundant information before buying a service. Thus, marketers should attempt to provide extensive and varying information to such consumers.