An examination of consumer browsing behaviors

Abstract

Purpose

Browsing is a common consumer behavior, but it has not been researched extensively. The aim of this paper is to fill some of the gaps in the research.

Design/methodology/approach

Drawing on literature from different areas, consumers' browsing experiences, browsing patterns, and factors influencing browsing activities are empirically examined. A combination of interviews and shopping trips with informants to examine the issues are used.

Findings

The results show that browsing serves both functional and recreational purposes. Consumers vary by the degree to which they browse functionally or recreationally. Browsing behaviors are influenced by both consumer characteristics and the retail environment. Browsing is a powerful consumer information acquisition activity and has both desired and undesired consequences for consumer purchases. Consumers use various strategies to cope with the undesired consequences.

Practical implications

Exploration of browsing patterns and factors influencing these patterns suggests important managerial implications for enhancing desirable browsing and reducing unnecessary browsing.

Originality/value

The conceptualization and findings of this research contribute to two areas of research: consumer information search and consumer shopping behaviors in retail environments. An examination of the role of browsing offers an empirical extension to the information acquisition framework.

Citation

Xia, L. (2010), "An examination of consumer browsing behaviors", Qualitative Market Research, Vol. 13 No. 2, pp. 154-173. https://doi.org/10.1108/13522751011032593