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alternatives amount of search analytical search argue attribute brief search browsing camcorders classifications cluster analysis competing model connection consumer Internet information consumer's decision diary dimensions diversity of information effects of Internet efficiency of search empirical indicators experts external validity flexible information focused formal search heuristic events heuristic search hyperlinks information objects information sources Internet information search Internet search expertise Internet seeker typologies kurtosis likelihood Likert scale measures mode events motivation for search navigation needs number of brands offline online information online search operational definitions options perceived performed Pre-task survey present study previous research principal components analysis prior procedural knowledge product class knowledge proposition purchase query requires research question respondents sample search engine search events search expertise improves search expertise increases search mode seeking significant specific structural equation modeling subjective knowledge subjective product class Table target model theoretical validity variables Yahoo