The emergence of the Internet has resulted in the change of
consumer information process. Unlike shopping at brick-and-mortar
stores, where the consumer receives product information or
advertising messages in a more passive way, the online shopping
environments require the consumer to be actively involved in
searching for and comparing information. In Consumer Decision
Behavior in Online Shopping Environments, the authors examine the
consumer's decision-making process in Internet shopping. The
authors analyze the relationship between individual characteristics
and decision strategies and, propose that prior Internet shopping
experience, self-perceived information processing ability, and
perceived interactivity influence the consumer's strategy
preference. A two-phase experiment is presented, and detailed
descriptions of online marketing strategy and tactics are also
included.
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