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

Sahar Karimi, Christopher Holland () and K. Nadia Papamichail

Journal of Business Research, 2018, vol. 91, issue C, 71-82

Abstract: 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.

Keywords: Consumer decision-making; Purchase processes; Process modelling; Consumer satisfaction; Maximization tendency; Product knowledge (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:91:y:2018:i:c:p:71-82

DOI: 10.1016/j.jbusres.2018.05.038

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