Corresponding Author

Seng-Su Tsang, Department of International Business, Yuanze University, Taiwan, ROC;

Document Type



The study aims to explore the factors that may trigger one to click through internet advertisements when one is searching for production information on the web. We begin our exploration with Nelson’s ([5]) renowned theory where it asserts that goods with “search” qualities produce more search efforts than goods with “experience” qualities would do. The study shows that this assertion may not be true in the internet due to some specific features of the net.