Info-active and info-passive model

The key findings of the thesis, about consumption of UCC in the form of PRR are based on behavioural patterns of consumers during the information search phase of the purchasing decision-making process. The category of DTP was selected as being the best suited for the purposes of this study. When considering a purchase of this type of product, consumers tend to spend more time researching and learning about products, comparing prices, looking for product substitutes, while accessing various information sources. While DTP are high-involvement products, they are also widely owned and frequently purchased by consumers, thereby providing a convenience sample of information-rich cases. The findings about how people search online and utilise UCC, although conducted among consumers of a specific product category, are wide-ranging and can be generally applied. Findings of this study pointed to online searches of consumers being varied in style, depth, time, web location and attentiveness to detail. In this study it was established that one of the most popular ways to acquire information was through WOM, both offline and online.

Through research it was discovered that online searching styles strongly diverge and reveal two extremes: info-active and info-passive types, with numerous variations in-between. Info-active consumers are vigorous online researchers, well informed, acquainted with different types of online content, skilled in finding relevant information, relying little on search engines and frequently visiting websites that keep them informed and updated about news and new products. Info-passive consumers are more reliant on search engines, less keen to conduct long search sessions, are superficially informed about new products – mostly what they have learnt from advertising or heard from their friends. They do not consume all types of UCC alike, preferring simple formats over those that require more time or need greater attentiveness to detail (Figure 16).

While these opposite styles indicate strong differentiation in engagement and consumption of UCC, there are many variations between those two extremes.

Different search styles among consumers indicate dissimilar attention to trustworthiness of content, reliability of information source, helpfulness, ambiguity of information and other aspects in regards to credibility of content. While spending more time reading user created PRR the exposure to electronic WOM is longer,

hence the influence is potentially stronger. In the case of info-passive consumers who preferred face-to-face WOM and suggestions from retailers, the influence of electronic forms was significantly lower. This type of consumer was more susceptible to marketing generated content than the info-active type.

FIGURE 16INFO-ACTIVE AND INFO-PASSIVE CONSUMER TYPES (SOURCE: DEVELOPED FOR THIS THESIS)

One of the major differences between info-active and info-passive searching styles is that the first group frequently uses online forums and blogs, while the second group regard them as least useful of all types of user created content. Early studies about Internet forums (Bickart and Schindler, 2001) discovered that forum discussions generated more product category interest than marketer-generated materials.

Consistent with those findings, this study confirmed the impact of UCC on consumers’ knowledge about DTP. Info-active consumers learned through extensive online searches, had an in-depth understanding of the technical issues, and comprehension of price versus value for money ratio. To the contrary, info-passive types, being more broadly exposed to marketer-generated info-sources and prone to

retailers’ suggestions, exhibited far less knowledge about the product category and market conditions (such as product availability, pricing, warranty or technical capabilities).

Another significant difference between these two types of consumers is in the area of creation and posting of product reviews and ratings. While info-active consumers extensively search online, they also contribute to the evaluation of products through user created content. In an earlier study about reasons for participating in consumer opinion platforms (Hennig-Thurau and Walsh, 2003), it was discovered that community membership was a strong motivator. Those findings are still valid and are confirmed here, revealing a sense of community and a desire to give back to the community by providing advice, suggestions or recommendations to fellow consumers. This type of behaviour is strongly displayed in online forums.

Considering that info-passive consumers avoid forums during their online searches, it seems conclusive that in order to feel as part of a community it is necessary to participate, even when the participation, , as in this case, is demonstrated through consumption of content.

The info-searching types displayed significant dissimilarities in regards to their posting practices, from active creators of WOM and participants in online discussions to passive seekers of WOM. Hennig-Thurau et al. (2004) have previously defined 4 types of consumer behaviour and reasons for their participation in WOM:

self-interested, multiple motives, consumer advocates and true altruist – discovering that the consumer advocates and true altruists were the least active in contributing or visiting consumer platforms. This study delivered different results. The altruistic motives were significantly higher ranked than incentives, as the reason to share opinions about purchased products. Because the info-active and info-passive types of consumer behaviour emerged from findings of this study, it was not possible to test them in regards to 4 types previously defined by Hennig-Thurau et al. (2004).

As a result of consumers’ search styles, the major distinction between the two consumer types were in regards to:

 Time dedicated to online searches: info-active consumers spend more time online.

 Info-sources used: info-passive consumers tend to talk to friends and acquaintances about products, or consult shop assistants; info-active consumers strongly rely on user created content as a more trusted source of information than retailers.

 Knowledge about products: info-active types demonstrate a much deeper familiarity with products, technical issues, differences or advantages between local and international offers, conditions of sales in different retailing channels.

 Preference toward types of UCC: info-active types prefer elaborate evaluations of products (product reviews, forum discussions); the info-passive group prefer shorter forms (product ratings, brief product reviews).

 Impact of user created content (PRR): info-active consumers use and trust electronic WOM more extensively than info-passive types, hence their purchasing decisions are strongly influenced by electronic WOM.

 Awareness of stealth marketing, astroturfing and fake reviews: is strongly displayed among info-active consumers only.

 Dealing with unethical marketing practices: info-active consumers have developed methods on how to recognise, ascertain and report when encountering this type of practice.

 Influence of commercial and advertising content: is more evident in info-passive consumers.

Since the info-active and info-passive model explains major differences in regards to consumption, reliability and influence of online content when searching for product related information, this model illuminates other related online practices, such as searching for travel and accommodation, medical conditions and available treatments, prospective investments, education, and similar searches that consumers conduct during the high involvement info-searching process. The more expensive the product the more intensive the search and involvement with online content will be.

Therefore this model is seen as applicable and useful beyond the research of user created content and product reviews and ratings of digital technology products.

So far we have discussed the different styles of consumers’ search, and how they consume and utilise UCC available online. This thesis also explored other aspects of consumer behaviour, such as the creation and posting of product reviews and ratings.

The next section reflects on these practices in regards to WOM exchange of information and information search.