Systèmes d'Information et Management


This study proposes a model of the intensity of online search information in the context of the first Web site's visit. Data were collected through a survey based on 115 face-to-face interviews and analysed using structural equation modelling. Findings show that online search information has a strong positive effect on the virtual consumption experience, that is measured with entertainment, immersion and daydreaming scales. This result contrasts with flow research, that establishes an opposite relationship between the two constructs. The cognitive-experiential self-theory provides an integrative framework to explain how individuals whose cognitive style is highly rational will tend to seek more information on the site. Product involvement and Internet skill have also a significant influence on the intensity of online search information, whereas the Internet skill is a facet of the media experience in the channel expansion model.