Consumers' Online Information Search for a New Restaurant for Dining-Out: A Comparison of US and Taiwan Consumers.

By Nelson (1970)'s categorization, purchasing a service such as dining-out at a new restaurant is `experience-oriented' in its nature, and its quality cannot be. easily searched before the actual consumption. However, it has been suggested that the interactive nature of the Internet will improve market efficiency by creating a new channel of communication that allows the provision of information about experience attributes in a readily available format (e.g., other consumers' rating online). The paper empirically investigates this notion by exploring consumers' online information search behavior for a new restaurant for fine dining. The extent of usage of various online information sources and the perceived importance of each source are investigated in the United States and in Taiwan. Results show that information from other consumers is considered more important than information from sellers, but that US consumers favor non-Internet sources of information while Taiwanese consumers favor online sources. [ABSTRACT FROM AUTHOR]