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...