Role of social media in pre-purchase consumer information search: A uses and gratifications perspective

Abstract

The ICT’s brought new opportunities for gathering pre-purchase product information. With the help of social media, Consumer Information Search (CIS) has been more refined and specified. The purpose of this study is to identify the need categories of pre-purchase Consumer Information Search based on Uses and Gratifications theory. The model was examined through fully structured questionnaire by using bivariate and factor analysis on a sample of 246 respondents. This study was conducted in Chinese context; therefore results and implication are limited because western social media is quite different than eastern social media. The contribution of this study presented four social media need categories that influence consumer information search (cognitive, social integrative, affective and personal integrative). The finding showed that entertainment and pleasure with social interactions are vital need categories for pre-purchase information search. For enhancing CIS behavior, marketing managers have to provide more information about product & its usage and should use consumer engagement tools for increasing social interaction such as building online brand communities.