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Examining the impact of website environmental cues on consumers' choice criteria and patronage intentions.


Description

Consumers' decision making process has changed with the introduction of the Internet as an alternative channel for shopping. Consumers use retail websites to search for product information and/or make a purchase either on the website or using another retail channel. The website interface represents the stimulus that influences consumers' decision making either to purchase from or abandon the commercial website. Accordingly, it was important to understand the website environment and the important cues that influence consumers' choice one a particular website over another.