Cette recherche aide les créateurs de sites web/internet à appliquer la connaissance sur les coûts de recherche de l'information à l'élaboration de sites web/internet qui vendent des produits ou des services au consommateur. Le but de cette recherche est de prédire comment des changements subtils dans la structure de l'interface avec l'utilisateur influencent les coûts de recherche de l'information. Dans une étude empirique, les auteurs comparent 1411 choix faits par des sujets pour accorder leur clientèle à un fournisseur en utilisant des annuaires papier et des annuaires électroniques. Les choix dépendaient des coûts de recherche de l'information imposés par les différents médias. En élaborant une base théorique pour prédire les différences de coûts de recherche de l'information, les auteurs aident les créateurs à rendre leurs sites web/internet plus efficaces pour atteindre leurs objectifs marketing.
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