소비자들의 구매 의사결정 여정에서 제품의 혁신성이 검색 키워드의 구체성에 미치는 영향

초록

In a digital environment, consumers actively search for information prior to purchase, and the search keywords generated in this process can serve as important behavioral indicators reflecting their decision- making state. This study examines the effects of decision journey stages and product innovativeness on the specificity of search keywords through an experimental design. The results show that consumers tend to search for more specific information as they progress along the decision journey. However, this pattern varies depending on the level of product innovativeness. Specifically, for innovative products, the specificity of search keywords remains relatively low even as the decision journey progresses, whereas for non-innovative products, consumers exhibit relatively high levels of specific search behavior from the early stages. These findings suggest that product innovativeness influences consumers’ information search patterns and that search behavior may differ even at the same stage of the decision journey. This study extends the understanding of the consumer decision journey and provides practical implications for developing marketing strategies in search-based environments.

키워드