Searching for Experience on the Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods

By lowering the costs of gathering and sharing information and offering new ways to learn about products before purchase, the Internet reduces traditional distinctions between search and experience goods. At the same time, differences in the type of information sought for search and experience goods can precipitate differences in the process through which consumers gather information and make decisions online. A preliminary experiment shows that though there are significant differences in consumers’ perceived ability to evaluate product quality before purchase between search and experience goods in traditional retail environments, these differences are blurred in online environments. An analysis of the online…