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Information search behavior at the post-purchase stage of the customer journey

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Abstract

Customer journey models consider information search behavior only at the pre-purchase stage, yet consumers search for information after purchasing. This paper updates customer journey models by integrating two different streams of research—customer journey and post-decision information search (PDIS)—and examining information search as a valuable consumer response and managerial element of the journey. Findings from a multimethod approach, in-depth interviews and a longitudinal survey, reveal that consumers can engage in PDIS in the pre- and post-consumption phases for different reasons such as to maximize the utility of a purchase, reduce choice uncertainty or regret, and/or satisfy curiosity about a purchase and pre-purchase information search behavior. The findings also indicate that consumers prefer customer-initiated touchpoints for PDIS behavior. The importance of PDIS is reinforced by its positive relationships with customer engagement, word-of-mouth and repurchase intentions. This article provides important managerial insights for dealing with PDIS in the customer journey.

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Notes

  1. Note in Figure 2 that in the first wave we measured previous knowledge and purchase involvement. We do not clearly identify these variables in our exploratory study, yet they are important determinants of information search behavior (Schmidt & Spreng, 1996) and represent the idea that variables from one stage might influence the journey’s subsequent stages. We also measured personality traits that may influence information search behavior in the second wave: maximizing tendencies, need for closure, and need for cognition (Teodorescu et al., 2018). Higher levels of maximizing tendencies and need for cognition could lead to more information search (e.g., Dar-Nimrod et al., 2009; Verplanken et al., 1992). Higher levels of need for closure could decrease information search (Roets & Van Hiel, 2011; Webster & Kruglanski, 1994).

  2. We also tested involvement and personality traits as antecedents of PDIS. Involvement (βprecon = −.12; p = .10; βpostcon = −.02; p = .59), maximizing tendencies (βprecon = .06; p = .28; βpostcon = .07; p = .15), need for closure (βprecon = −.08; p = .41; βpostcon = .10; p = .11), and need for cognition (βprecon = −.00; p = .99; βpostcon = −.09; p = .12) had no significant correlation with PDIS. Demographic variables (i.e., age, education and income) and characteristics of the purchase (i.e., price and hedonic value) had no correlation with PDIS in any phase, either.

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Acknowledgments

The authors would like to thank Larissa Becker and Kenny Basso for their helpful feedback in earlier stages of this research, and the research assistant Julia Gomes for her efforts on this research project. The three authors contributed equally to this manuscript.

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  1. Universidade Federal do Rio Grande do Sul, 855 Washington Luiz, Porto Alegre, 90010-460, Brazil

    Cristiane Pizzutti & Renata Gonçalves

  2. Pontifícia Universidade Católica do Rio Grande do Sul, 6681 Ipiranga, Porto Alegre, 90619-900, Brazil

    Maura Ferreira

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Table 4 Measurement model results
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Table 5 Discriminant validity
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Table 6 VIF values for variables in the two waves of Study 2
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Table 7 Study 2' s Findings
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Pizzutti, C., Gonçalves, R. & Ferreira, M. Information search behavior at the post-purchase stage of the customer journey. J. of the Acad. Mark. Sci. 50, 981–1010 (2022). https://doi.org/10.1007/s11747-022-00864-9

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