Abstract
This study explores how online purchase decision-making processes unfold and examines variations in the process across individuals. Video recording and business process modeling are used to capture and model the process. The results introduce a new dimension of "phase’ for this dynamic process. Five phases, each comprise a set of sequential stages with a particular goal, are identified. They are influenced by consumers’ knowledge and maximization tendency. The paper suggests its application for marketers who need to facilitate phases of the process in addition to decision-making stages.
| Original language | English |
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| Title of host publication | host publication |
| Publication status | Published - 2013 |
| Event | 26th European Conference on Operational Research - Rome Duration: 1 Jan 1824 → … |
Conference
| Conference | 26th European Conference on Operational Research |
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| City | Rome |
| Period | 1/01/24 → … |