Information-oriented Online Shopping Behavior in Electronic Commerce Environment

This study attempts to identify the informationoriented shopping behavior of online consumers in electronic commerce environment. Rich information revealed on the Internet leads to the change of consumers’ purchase decision-making processes. Findings from the consumer focus group interviews support that consumers do have tendency to perform search online before committing to any purchases. Also, it suggests a two-phased information search and evaluation model. In the proposed model, online shoppers tend to place more focus on different marketing mix elements in each phase. Most online shoppers evaluate the product in the first phase and compare prices in the second. While the decision of sales channel selection is postponed, both traditional and electronic alternatives are jointly evaluated in retail markets. Managerial implications from this study contribute insight about modern day consumers and retailing markets.