This paper explores search behavior of online shoppers. Information economics literature suggests that search cost in electronic markets has essentially been reduced to zero as consumers are able to use powerful search tools, free of charge, to easily find and compare product and shopping...

The Internet has become the primary source of information for a large number of consumers. Thus, search engines as the mediators between consumers and online information is an increasingly important topic of research. The present study contributes specifically to the research in consumer search...