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首页> 外文期刊>Journal of Business Research >Consumers' decision-making process and their online shopping behavior: a clickstream analysis
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Consumers' decision-making process and their online shopping behavior: a clickstream analysis

机译：消费者的决策过程及其在线购物行为：点击流分析

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摘要

The objective of this study is to investigate how different online decision-making processes used by consumers, influence the complexity of their online shopping behavior. During an online experiment, subjects were asked to perform a shopping task on a website offering product recommendations. Significant differences were observed between subjects' decision-making process and their online shopping behavior. Subjects who did not consult a product recommendation had a significantly less complex online shopping behavior (e.g., fewer web pages viewed) than subjects who consulted the product recommendation. Surprisingly, no differences were found between the online shopping behavior of subjects who consulted but did not follow the product recommendation and subjects who consulted and followed the product recommendation. Managerial and theoretical implications of these results are provided.
机译：这项研究的目的是调查消费者使用的不同的在线决策过程如何影响他们的在线购物行为的复杂性。在线实验期间，要求受试者在提供产品推荐的网站上执行购物任务。在受试者的决策过程和他们的网上购物行为之间观察到显着差异。与咨询产品推荐的受试者相比，未咨询产品推荐的受试者的在线购物行为（例如，浏览的网页更少）的复杂性明显更低。令人惊讶的是，咨询但未遵循产品推荐的受试者与咨询并遵循产品推荐的受试者的在线购物行为之间没有发现差异。提供了这些结果的管理和理论意义。

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