PATTERNS OF INFORMATION SOURCE USE ACROSS INDUSTRIAL PURCHASE SITUATIONS

An empirical taxonomy of industrial customers' information source use is developed based on a survey of 636 industrial customers across a wide range of different purchase situations. The taxonomy reveals five distinct information source mixes. Each mix consists of the combination of individual information sources used in a purchase situation. The five information source mixes are related to select underlying characteristics of purchase situations. The results indicate that the multivariate dimensions of purchase involvement, purchase complexity, and multiple influence are all significantly related to customers' choice of an information source mix. Implications of the taxonomy for marketing management and research arc discussed.