Consumer Decision Behavior in Online Shopping Environments: Influence of Individual Differences on Choice Strategies

The emergence of the Internet has resulted in the change of consumer information process. Unlike shopping at brick-and-mortar stores, where the consumer receives product information or advertising messages in a more passive way, the online shopping environments require the consumer to be actively involved in searching for and comparing information. In Consumer Decision Behavior in Online Shopping Environments, the authors examine the consumer's decision-making process in Internet shopping. The authors analyze the relationship between individual characteristics and decision strategies and, propose that prior Internet shopping experience, self-perceived information processing ability, and perceived interactivity influence the consumer?s strategy preference. A two-phase experiment is presented, and detailed descriptions of online marketing strategy and tactics are also included.

Dr. Pei-Fen Li is assistant professor of ADV at Ming Chuan University, Taipei, Taiwan. She received her B.A., M.A. & Ph.D. degrees from the University of Texas at Austin. Dr. Isabella Cunningham is the Ernest A. Sharpe Centennial Professor in Communication & Chair of The University of Texas' Advertising Dept.