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Abstract

There is no question that the Internet has, and will continue to have, a major impact on consumer information search behavior. However, under what conditions, and how, that impact will be felt is not clear. This article offers 14 propositions to stimulate and guide investigations of consumer information search behavior in the context of the Internet. A major conclusion is that broad generalizations regarding the impact of the Internet on consumer information search behavior are not warranted and that, if the propositions possess any truth value, the Internet is not likely to be an information panacea for consumers. Because of the complexities of the Internet and information search behavior (individually and even more so when considered conjunctively), investigations of consumer information search behavior in the context of the Internet should especially focus on moderators of that behavior and interactions among the various antecedents of the behavior. © 2003 Wiley Periodicals, Inc.