전자상거래의 상품 구매 결정요인에 관한 연구

A Study Of The On-line Consumer Decision Making Process

This study is conceptually developed to view the difference between on and off-line consumer buying behavior in terms of their decision making process since those two different buying situations would involve different setting due to the internet based purchasing environment. The main stage of on-line buying behvior is distinguished to 3 step process which were adopted by Karakota et al, that is before the purchase behavior, purchasing and post purchasing behavior. In this study, on-line buying decisions are quite different from conventional 5 step decision since acquiring product informationa and evaluation stage is occurring simultaneously. Factors influencing fostering the on-line buying behavior have been addressed through survey and various literature review. Overall, the stage address above is redefined and the possible solutions to enhance the on-line buying behavior by adopting the e-CRM so that e-commerce based company could identify and handle the fast decision making consumers of internet.