ISSN : 1796-217X
Volume : 4    Issue : 4    Date : June 2009

Information-oriented Online Shopping Behavior in Electronic Commerce Environment
Chun-An Chen
Page(s): 307-314
Full Text:
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This study attempts to identify the information-oriented shopping behavior of online consumers in
electronic commerce environment. Rich information revealed on the Internet leads to the change of
consumers’ purchase decision-making processes. Findings from the consumer focus group
interviews support that consumers do have tendency to perform search online before committing to
any purchases. Also, it suggests a two-phased information search and evaluation model. In the
proposed model, online shoppers tend to place more focus on different marketing mix elements in
each phase. Most online shoppers evaluate the product in the first phase and compare prices in the
second. While the decision of sales channel selection is postponed, both traditional and electronic
alternatives are jointly evaluated in retail markets. Managerial implications from this study contribute
insight about modern day consumers and retailing markets.

Index Terms
electronic commerce, consumer behavior, decision process, online retailing