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The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective

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journal contribution
posted on 18.07.2018, 10:05 authored by Sahar Karimi, Christopher P. HollandChristopher P. Holland, K. Nadia Papamichail
This study investigates differences in online purchase behaviour between consumer archetypes. It shows how consumers' decision-making styles and product knowledge define distinct archetypal behaviour that shapes online purchase processes and affects decision-related outcomes: satisfaction with choice; and satisfaction with process. The first study proposes a new modelling approach that creates an accurate representation of decision-making behaviour. Using this method, a clear structure that underlies seemingly chaotic purchase processes is identified. This structure offers an analytical tool capable of capturing behavioural differences between archetypes. The results show that decision-making style and product knowledge affect the structure and complexity of decision-making processes. The second study found that consumers with higher product knowledge are more satisfied with decision-making process and that this relationship is mediated by the duration of decision-making. Maximizers are more satisfied with their choice than satisficers, and this relationship is mediated by the number of alternatives that are evaluated.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Business Research

Volume

91

Pages

71 - 82 (12)

Citation

KARIMI, S., HOLLAND, C.P. and PAPAMICHAIL, K.N., 2018. The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective. Journal of Business Research, 91, pp.71-82.

Publisher

© Elsevier

Version

AM (Accepted Manuscript)

Publisher statement

This paper was accepted for publication in the journal Journal of Business Research and the definitive published version is available at https://doi.org/10.1016/j.jbusres.2018.05.038

Acceptance date

05/06/2018

Publication date

2018-06-05

Copyright date

2018

ISSN

0148-2963

Language

en