Title: Multi-product Generalizability of a
scale for Profiling International Internet Consumers’ decision making styles
in E-Commerce
Abstract: Most
studies that have developed and validated models and instruments for understanding
consumer behavior research have not achieved cross-cultural/cross product
generalizability. As a result, multi-product generalizability remains an
unresolved problem domain. During the last 15 years, the popularity of the
Internet has been growing explosively (Hou J. W. & Cesar R., 2002). Hence
many consumers have been making use of the Internet for on-line shopping.
Therefore, international generalization of the characteristics of consumers’
decision-making styles is vital to understand as the Internet has made globalization
a stark reality. This paper presents new models for profiling Consumers’
decision-making styles when they use the E-Commerce environment. Furthermore,
it investigates if consumers have different decision-making styles for different
types of products. The paper concludes with a discussion of the differences
in decision-making styles for different types of products.
Author: K. M. Sam
and C. R. Chatwin