Abstract
With EC industry is growing, more and more on-line shopping transaction take place. But the consumer behavior on on-line shopping is different from traditional shopping’s, consumers now evaluate products via internet, and they can judge product from different channel, e.g. some famous and popular “Review and Guide” web sites such as “C NET” and “PC Magazine”. From these review sites, consumer can get more product review and user’s comment. We would like to examine change in judgment environment may result in change in consumer behavior, because the consumers can choose what to read on-line and decide how much time to search information.We adopt “involvement” and “expertise” to moderate the initial cognition, and our on-line experiment will examine that the information search and product judgment will tend to be consistent with initial cognition for novices. For experts, it will be moderated by the involvement.In this study, we explore initial cognition influences expert more than novice on both information search and product evaluation. Under time pressure, people will have higher preference for positive initial cognition. Positive initial cognition vs. negative majority opinion makes people tend to seek more information to make decision.