The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective

Karimi, S ORCID: 0000-0002-0551-1040, Holland, Christopher P and Papamichail, K Nadia (2018) The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective. Journal of Business Research, 91. pp. 71-82.

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Abstract

This study investigates differences in online purchase behaviour between consumer archetypes. It shows how consumers' decision-making styles and product knowledge define distinct archetypal behaviour that shapes online purchase processes and affects decision-related outcomes: satisfaction with choice; and satisfaction with process. The first study proposes a new modelling approach that creates an accurate representation of decision-making behaviour. Using this method, a clear structure that underlies seemingly chaotic purchase processes is identified. This structure offers an analytical tool capable of capturing behavioural differences between archetypes. The results show that decision-making style and product knowledge affect the structure and complexity of decision-making processes. The second study found that consumers with higher product knowledge are more satisfied with decision-making process and that this relationship is mediated by the duration of decision-making. Maximizers are more satisfied with their choice than satisficers, and this relationship is mediated by the number of alternatives that are evaluated.

Item Type:	Article
Uncontrolled Keywords:	Consumer decision-making, Purchase processes, Process modelling, Consumer satisfaction, Maximization tendency, Product knowledge
Depositing User:	Symplectic Admin
Date Deposited:	07 Jun 2018 10:30
Last Modified:	19 Jan 2023 01:32
DOI:	10.1016/j.jbusres.2018.05.038
Related URLs:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3022250