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...
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.
