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...