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Title: The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective
Authors: Karimi, Sahar
Holland, Christopher Patrick
Papamichail, K. Nadia
Keywords: Consumer decision-making
Purchase processes
Process modelling
Consumer satisfaction
Maximization tendency
Product knowledge
Issue Date: 2018
Publisher: © Elsevier
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.
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.
Description: This paper is closed access until 5 December 2019.
Version: Accepted for publication
DOI: 10.1016/j.jbusres.2018.05.038
URI: https://dspace.lboro.ac.uk/2134/33977
Publisher Link: https://doi.org/10.1016/j.jbusres.2018.05.038
ISSN: 0148-2963
Appears in Collections:Closed Access (Business)

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