ONLINE PURCHASE DECISION MAKING PROCESSES: AN INDIVIDUAL AND MARKET LEVEL ANALYSIS

Abstract

This paper presents a new model of Internet purchase behaviour by synthesising theory from three disciplines: consumer behaviour, decision analysis and Information Systems. A mixed method approach has been used to explore online purchase behaviour and capture the dynamic decision making process that Internet shoppers follow when they are engaged in a shopping experience. Data from an Internet panel data provider, video recording sessions and questionnaires has been collected to investigate the impact of the Internet on consumer behaviour at the macro and individual level. Our research so far has focused on the banking sector. Our results imply that the primary use of the Internet in online banking is to act as a service channel rather than to enable brand switching. Purchase decision making processes at the individual level appear to be highly complex involving a large number of iterations. Our work will help companies devise winning strategies by better understanding their consumers’ online shopping behaviour.

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