Publication Type: Conference Paper/Unpublished ManuscriptAbstract: This study aims to investigate consumers information search patterns in online purchases. To explore consumers information search process in online purchase, the hypothesized model was tested among product categories (digital cameras, laptop computers, and plasma TVs). The hypothesized model was based on Bettmans framework for determinants of external search, and modified for the study context, including accessibility of favored product brands. As the interest group of the study was online users who had the experience of online purchases, an online consumer panel was used for a study sample. For data analysis, a two-step process was used, beginning with a confirmatory factor analysis procedure, followed by the structural equation modeling tests. The causal relationships among study variables were inconsistent across sample sub-groups and further investigation on consumers information search process is provided with sample sub-groups comparison.