The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour

Karimi, S ORCID: 0000-0002-0551-1040, Papamichail, KN and Holland, CP (2015) The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77. pp. 137-147.

Other DSS 2015.PDF - Author Accepted Manuscript Download (410kB)

Abstract

This paper provides an empirical typology of online decision-making purchasing behaviour. The study explores how the online purchase process is affected by individual decision-making style and knowledge of product. Drawing from the decision analysis and consumer behaviour literatures, we present a typology of online purchase decision-making behaviour and introduce four archetypes of online consumers. A number of experiments have been conducted in two online settings: retail banking and mobile networks. Based on an extensive video analysis, we have captured four process-related dimensions (number of cycles, duration, number of alternatives and number of criteria) using a business process modelling approach. Significant differences in all process-related dimensions were found across the four archetypes. The study improves understanding of the different types of online consumers and their process outcomes. The findings are useful for online retailers seeking to improve the way they support the four archetypes of online shoppers throughout the decision-making purchasing process.

Item Type:	Article
Uncontrolled Keywords:	B2C E-commerce, Online shopping, Online purchase decision-making processes
Depositing User:	Symplectic Admin
Date Deposited:	20 Jul 2017 10:24
Last Modified:	19 Jan 2023 06:58
DOI:	10.1016/j.dss.2015.06.004
Related URLs:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3008549