Rational integrative model of online consumer decision-making

Based on traditional rational consumer theories about beliefs preceding intent to act and knowledge preceding behavior, this study proposed, and empirically tested, a hierarchical path model of decision making in the online environment, focusing on the Internet's role in two decision stages: pre-purchase search and evaluation, and actual purchase.
  

Rational integrative model of online consumer decision-making

Padmini PatwardhanWinthrop University

Jyotika RamaprasadSouthern Illinois University

INTRODUCTION

The applicability of traditional models to the e-shopping process is still a new area of study, with some (e.g. Hoffman and Novak 1996) holding that traditional decision making patterns will prevail and others (e.g. Peterson, Balasubramanian, and Bronenberg 1997) suggesting that they are likely to change. Within the context of such discussion, the purpose of this study was to propose a rational model of online decision making and empirically examine the application of rational hierarchy theories to the Internet environment. The...

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