A TWO-STAGE DECISION-MAKING MODEL of ONLINE CONSUMER BEHAVIOR: PERSPECTIVE of IMAGE THEORY

被引：0
|
作者：
Yan Jin [1 ]
Fu Chen [1 ]
Miao Lingling [2 ]
机构：
[1] Zhejiang Univ, Hangzhou, Zhejiang, Peoples R China
[2] Huawei Technol Co Ltd, Shenzhen, Peoples R China
来源：
IEEC 2009: FIRST INTERNATIONAL SYMPOSIUM ON INFORMATION ENGINEERING AND ELECTRONIC COMMERCE, PROCEEDINGS | 2009年
基金：
中国国家自然科学基金;
关键词：
E-Business; Image theory; MMAU decision-making theory;
D O I：
10.1109/IEEC.2009.95
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
Consumer decision-making behaviors in the context Of e-Business attracted enormous researchers from different disciplines. Based on image theory and MMAU decision-making theory, we proposed a two- stage decision-making model of online consumer behavior. The model proposed that online decision- making process can be divided into two stages with the perspective of image theory. The model was tested by a simulation experiment. 110 students in a Chinese university took part in the experiment. The results show that consumers adopt different strategies in online consuming decision-making process. The two- stage decision-making model was supported by the experiment results. These findings have implications for online sellers in terms of marketing strategy.
引用
收藏
页码：428 / +
页数：2
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