A purchase decision-making process model of online consumers and its influential factor : a cross sector analysis

摘要: This research explores the online purchase decision-making behaviour of consumers by introducing a comprehensive approach that covers two different viewpoints: a) individual-level and b) market-level behaviour. Individual-level enhances our understanding how processes unfold whether they differ for individuals. Drawing from decision analysis consumer literature, four segments are introduced based on individual factors: making style knowledge product. Archetypal each segment is identified addressing variations in process outcome groups. In addition, investigates actual relation with retailers market; it aggregated 60,000 Not only particular website but also cross-visiting comparing multiple examined. For this purpose, multi-level mixed-method designed. Video recording sessions, think-aloud method, interviews questionnaires used to capture dynamic process, measure at level. Business modeling an adaptation path configuration method selected modelling process. Data Internet panel data provider, comScore, analyzed explore market-behaviour visiting retailers. A set measurement frameworks, have been developed fully exploit potential data, designed research. Two sectors banking mobile network providers selected; methodology enables much more detailed evaluation can be applied other markets.A conceptual model proposed synthesizing theory three disciplines: behaviour, Information Systems. able explain complexities nature real-life processes. The results show synthesized has enhanced descriptive power. Purchase appear highly complex large number iterations, being unstructured sector. found influenced both characteristics exhibits certain typology Behaviour terms way stages performed identical across sectors; whereas differs intensity cycles, duration outcome, function product/ market characteristics.The findings revealed websites preliminary visited using services; despite high portion visitors, these low. On contrary, attract higher intentions enjoy intensive Consumers small consideration consider banks/providers rather than accessibility all alterative Internet. It evident comparison sites play important role markets affecting consumers. Finally, stresses use as complementary channel offering specific benefits