Consumers Interaction With E Commerce And Its Influence On Their Decision Making

Download or read book Consumers' Interaction with E-commerce and Its Influence on Their Decision Making written by Elena Aspromalli and published by . This book was released on 2012 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: The emergence of e-commerce is considered as an essential part of the market as many consumers are turning towards online shopping. Thus, the understanding of the online consumer behavior is of great importance as the online domain provides novel processes of searching and purchasing due to the interaction with the online systems. Nevertheless, researches were conducted in order to understand the online consumer behaviour drawing though upon the existing literature. Thus the present research aims to understand how consumers make their decision while online, searching in order to purchase products. Therefore the interpretative approach was employed for the data collection; semi structured interviews and think-aloud protocols, that were audio and video recorded, were the applied methods. The research concluded that online consumers' decision making is a complicated process that cannot be easily categorized; thus appropriated theories of the consumer behavior may not be valid to explain thoroughly the online process. Finally, a concluding discussion, implications and recommendations for future research are developed.