The Internet is said to improve the consumer s position in relation
to businesses. This is said to result from the improved
accessibility of consumer information and, consequently, better
decision-making. However, certain difficulties hinder the way to
the improved situation. The Internet brings about completely new
types of difficulty for consumers, as it is an entirely
consumer-driven setting. The study argues that consumers Internet
search patterns largely determine the information to which the
consumer has access. The relevance of this information is vital it
is only used in a decision if it is perceived to match the consumer
s information needs. Access to relevant online information requires
an ability to identify and choose appropriate search patterns. The
focus is thus on the patterns of Internet search and Internet
search expertise.
Ph.D. (Econ.) Teemu Ylikoski has a broad background in research, expert positions as well as in teaching and training. He has worked in marketing planning, market research, advertising, and trusteeship. He has extensive experience in teaching and training bothin academia and business.
