The increase of online information: Does it help the consumer make the right decision?

In this research the relation between the use of the internet as an information search channel and the post-buy evaluation of the consumer is studied, under influence of the moderator ‘certainty about preferences.’ The study shows that the use of the internet doesn’t have a significant effect on the post-buy evaluation of the consumer, regardless if the consumer is certain about his preferences or not. It does seem that the certainty of preferences is a factor with a significant relation to the post-buy evaluation of the consumer. Consumers who are more certain about their preferences experience significantly less often the feeling of regret compared to people who are less certain about their preferences.