Chapter

Information and Communication Technologies in Tourism 2008

pp 509-520

Investigating the Effects of Product Type on Online Decision-Making Styles

  • Young A ParkAffiliated withLaboratory for Intelligent Systems in Tourism Department of Recreation, Park, and Tourism Sciences, Texas A&M University
  • , Ulrike GretzelAffiliated withLaboratory for Intelligent Systems in Tourism Department of Recreation, Park, and Tourism Sciences, Texas A&M University

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.

Keywords

online shopping decision-making styles product type accommodations