Investigating the effects of product type on online decision-making styles
RIS ID
37340
Abstract
Decision-making styles have received attention from consumer behaviour researchers as a factor that influences consumer purchasing behaviour. This study explored whether online decision-making styles vary for different products, specifically tangible, standardized products (consumer electronics) and intangible, non-standardized products (accommodations). The findings showed a statistically significant effect for product type on perfectionism consciousness, brand consciousness, novelty and variety consciousness, as well as confusion by over-choice. The study concludes that online shopping for travel accommodation involves specific decision-making styles which need to be recognized by marketers and system designers.
Publication Details
Park, Y. W. & Gretzel, U. (2008). Investigating the effects of product type on online decision-making styles. In P. O'Connor, W. Hopken & U. Gretzel (Eds.), Information and Communication Technologies in Tourism 2008 (pp. 509-520). Vienna, Austria: Springer-Verlag Wien.