Analysis of Online Information Source Usage: A Comparison of Light Users and Heavy Users

Ulubasoglu G., Uray N.

16th World Business Congress, Maastricht, Netherlands, 4 - 08 July 2007, vol.16, pp.406-410 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 16
  • City: Maastricht
  • Country: Netherlands
  • Page Numbers: pp.406-410
  • Istanbul Technical University Affiliated: Yes


Developments in the information technology in general, Internet in particular, enable consumers' quick access to detailed information about products and services. So, today on line information sources have important roles in the consumer buying process by providing comparative, quick and daily information. The main objective of this study is to analyze online information usage of the consumers and to identify the users of online information for cultural activities in terms of perceived risk, product involvement, frequency of Internet usage, subjective knowledge, objective knowledge, optimum stimulation level and demographic variables including age, gender and education.