A cross-cultural study of in-store information search strategies for a Christmas gift

This study investigates usage of in-store information sources by Angle and Franco-Canadians while Christmas shopping. A literature review revealed a n umber of situational, personal, and demographic Variables that may influenc e search behavior for a Christmas gift. A survey was conducted soon after t he Christmas season to explore the effects of the identified moderators on the extent of search as pertaining to a clothing gift. Three dimensions of in-store search were found: general information (e.g., displays), specific information (e.g., brand), and assistance of sales-clerks. Each of the thre e search indices was regressed on the identified variables. Directional hyp othesis were posited linking each of the modulators of search to extent of search. The models faired well both in terms of fit and in their rate of su pport for the hypotheses. Distinct patterns of in-store search behavior wer e found for each cultural group, some consistent with current knowledge, ot hers providing new findings. (C) 2000 Elsevier Science Inc. All rights rese rved.