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Consumer Choice Behavior on the Web: The Effects of Product Attributes on Willingness to Purchase

Cho, Yoon Cheong / Ha, Joseph

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Abstract

This study investigates how consumers’ choice behavior in the electronic marketplace depends on their ability to judge product attributes and how willingness to purchase products is affected by the different attributes of the products. This study applied von Neumann-Morgenstern utility theory to explain how consumers combine perceptions of product attributes into preferences under uncertain situations in the electronic marketplace and employed The Dot-Com Retail Continuum, proposed by Figueiredo (2000), to classify the products online. Major findings suggest that a consumer’s purchase decision in the electronic marketplace is affected by that consumers’ ability to assess the product attributes and also propose competitive strategies on various product categories to the dot-com retailers.

Issue Date
2004-10
Publisher
The CIBER Research Institute
Citation
Journal of Business and Economics Research, v.2, no.10, pp.75 - 87, 2004
DOI
10.19030/jber.v2i10.2932
Journal Title
Journal of Business and Economics Research
Start Page
75
End Page
87
ISSN
1542-4448
Language
English
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