E-Commerce, the Consumer Decision Process, and the Theory of Reasoned Action

More and more companies are relying on e-commerce as a principal method of revenue. However, little is known about the behaviors of online shoppers. The focus of this research was to assess users’ attitudes regarding online consumer behaviors. This research considers nine Internet behaviors across five consumer behavior processes: (a) Motivation and Need Recognition, (b) Information Search, (c) Alternatives Evaluation, (d) Purchase Decision and Purchase, and (e) Purchase Outcomes. The behaviors studied include: clicking on banner ads, reading e-mail advertisements, searching for product information in online stores and using search engines, using comparison engines and online reviews to evaluate alternatives, purchase products, and accessing online customer support via e-mail and websites.

Volk, Fred. Usability News (2001). Articles>Usability>Education