“…The role of information search is heightened in the context of Internet shopping as compared to traditional offline shopping (e.g., Klein & Ford, online pricing issues (e.g., Ratchford, 2009;Xia & Monroe, 2004); online customer segmentation (e.g., Konus, Verhoef, & Neslin, 2008;Dias & Vermunt, 2007); consumer search patterns on the Internet (e.g., Bhatnagar & Ghose, 2004); motivating factors for the adoption of the Internet or the use of social network websites (e.g., Huang, Basu, & Hsu, 2010); and the role of decision aids (Menczer, 2003;Punj & Moore, 2007), among others. Evidence shows relatively little empirical attention has addressed the holistic consumer experience in the online versus offline consumer information search (Rose & Samouel, 2009). Mathwick and Rigdon (2004) suggest that ''one of the most common goal-directed activities performed online is information search'' (p. 324), but no study to date has attempted to propose and test an online information search model, with the specific purpose of comparing it to existing models of offline information search.…”