| Summary: | In responding to product choice, consumers require epistemic motivation that
is motivation to information as an object. Epistemic motivation relates to information
acquisition, interpretation of new information and knowledge usage to make
judgment. Epistemic motivation is well explained by theory of need for closure
(NFC). Conceptually, NFC is a desire for definite knowledge on some issue. It
represents a dispositional variable as well as a situationally evocable state. NFC is
often refers to need for cognitive (closure), that is the propensity or desire for a
definite answer on some topic. Result of this research shows that NFC is dispositional
variable that significantly influence pre-purchase search belief in the internet. In the
internet environment, there is a flow phenomenon as a glue holding the consumer in
the internet. Result of this research shows that flow is significantly influence prepurchase
search belief in the internet.
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