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.
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Park, Y.A., Gretzel, U. (2008). Investigating the Effects of Product Type on Online Decision-Making Styles. In: O’Connor, P., Höpken, W., Gretzel, U. (eds) Information and Communication Technologies in Tourism 2008. Springer, Vienna. https://doi.org/10.1007/978-3-211-77280-5_45
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DOI: https://doi.org/10.1007/978-3-211-77280-5_45
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-77279-9
Online ISBN: 978-3-211-77280-5