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Investigating the Effects of Product Type on Online Decision-Making Styles

In: Information and Communication Technologies in Tourism 2008

Author

Listed:
  • Young A Park

    (Texas A&M University)

  • Ulrike Gretzel

    (Texas A&M University)

Abstract

Decision-making styles have received attention from consumer behaviour researchers as a factor that influences consumer purchasing behaviour. This study explored whether online decision-making styles vary for different products, specifically tangible, standardized products (consumer electronics) and intangible, non-standardized products (accommodations). The findings showed a statistically significant effect for product type on perfectionism consciousness, brand consciousness, novelty and variety consciousness, as well as confusion by over-choice. The study concludes that online shopping for travel accommodation involves specific decision-making styles which need to be recognized by marketers and system designers.

Suggested Citation

  • Young A Park & Ulrike Gretzel, 2008. "Investigating the Effects of Product Type on Online Decision-Making Styles," Springer Books, in: Peter O’Connor & Wolfram Höpken & Ulrike Gretzel (ed.), Information and Communication Technologies in Tourism 2008, pages 509-520, Springer.
    • Handle: RePEc:spr:sprchp:978-3-211-77280-5_45
    DOI: 10.1007/978-3-211-77280-5_45
    as

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