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

  • Young A Park
  • Ulrike Gretzel


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.


online shopping decision-making styles product type accommodations 


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Copyright information

© Springer-Verlag Wien 2008

Authors and Affiliations

  • Young A Park
    • 1
  • Ulrike Gretzel
    • 1
  1. 1.Laboratory for Intelligent Systems in Tourism Department of Recreation, Park, and Tourism SciencesTexas A&M UniversityUSA

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