An Online Consumer Purchase Decision Cycle

An Online Consumer Purchase Decision Cycle

Penelope Markellou (University of Patras, Greece), Maria Rigou (University of Patras, Greece) and Spiros Sirmakessis (Technological Educational Institution of Messolongi, Greece)
Copyright: © 2005 |Pages: 13
DOI: 10.4018/978-1-59140-321-0.ch016
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This chapter presents the overall consumer purchase decision cycle and investigates the issues that affect Web users from e-shop selection to product delivery and final assessment of the shopping experience. This process has been divided into three successive stages: outside the e-shop, inside the e-shop, and after sales. Each stage is analyzed on the basis of customer states and transition conditions, while special focus is set on abandonment factors. The chapter aims to provide a thorough insight to e-shop features that ensure customer satisfaction and those that may result in further enhancement of online shopping. The ultimate objective is to provide guidelines for designing successful e-shops and clarify success and failure factors.

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