Consumer Decision Making on the Web
This article investigates a key aspect of online consumer decision making - the impact of the electronic environment on the abilities of buyers. The main task of this research is to understand how certain features of electronic environments have a positive effect on the abilities of consumers to mak...
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Інститут економіки промисловості НАН України
2013
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| Назва журналу: | Digital Library of Periodicals of National Academy of Sciences of Ukraine |
| Цитувати: | Consumer Decision Making on the Web / T.G. Kucheruk, M.V. Arkhypov, G.O. Burlachenko // Економічний вісник Донбасу. — 2013. — № 4 (34). — С. 126–131. — Бібліогр.: 22 назв. — англ. |
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Digital Library of Periodicals of National Academy of Sciences of Ukraine| _version_ | 1860242138550239232 |
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| author | Kucheruk, T.G. Arkhypov, M.V. Burlachenko, G.O. |
| author_facet | Kucheruk, T.G. Arkhypov, M.V. Burlachenko, G.O. |
| citation_txt | Consumer Decision Making on the Web / T.G. Kucheruk, M.V. Arkhypov, G.O. Burlachenko // Економічний вісник Донбасу. — 2013. — № 4 (34). — С. 126–131. — Бібліогр.: 22 назв. — англ. |
| collection | DSpace DC |
| container_title | Економічний вісник Донбасу |
| description | This article investigates a key aspect of online consumer decision making - the impact of the electronic environment on the abilities of buyers. The main task of this research is to understand how certain features of electronic environments have a positive effect on the abilities of consumers to make better decisions, and identify information-processing strategies that would allow consumers to make better quality decisions while shopping on the web.
У статті досліджено ключовий аспект прийняття рішень споживача онлайн, а саме вплив електронного середовища на здатність покупців. Основним завданням дослідження є розуміння того, як деякі функції електронних середовищ надають позитивний вплив на здатність споживачів приймати більш обґрунтовані рішення, а також визначення стратегій обробки інформації, які дозволять споживачам приймати більш зважені рішення при здійсненні покупок в Інтернеті.
В данной статье исследуется ключевой аспект принятия решений потребителя онлайн, а именно влияние электронной среды на способности покупателей. Основной задачей данного исследования является понимание того, как некоторые функции электронных сред оказывают положительное влияние на способность потребителей принимать более обоснованные решения, а также определение стратегий обработки информации, которые позволят потребителям принимать более взвешенные решения при совершении покупок в Интернете.
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| first_indexed | 2025-12-07T18:31:00Z |
| format | Article |
| fulltext |
126
Економічний вісник Донбасу № 4 (34), 2013
Introduction
Recent empirical data on online shopping considers
consumers that have the opportunity of making better
quality decisions while shopping on the web. But if such
potential is realized by most of the consumers is still an
unauthorized question. Thus, the objective of this research
is the understanding of how [1] certain features of
electronic environments have a positive effect on the
abilities of consumers to make better decisions, and [2]
identifying information-processing strategies that would
allow consumers to make better quality decisions while
shopping on the web. A cross-disciplinary theoretical
analysis based on constructs taken from economics (e.g.,
time costs), psychology (e.g., decision strategies) and
computing (e.g., recommendation agents) is led to detect
factors that potentially affect decision quality in electronic
environments. This study is significant from a theoretical
point of view as it explores an important aspect of online
consumer decision making, namely, the influence of the
electronic environment on the abilities of consumers. It
is important from both a managerial and public policy
viewpoint as the ability of shoppers to make better quality
decisions while shopping online is directly connected to
developing market efficiency and increasing consumer
prosperity in electronic markets [1].
The core
According to Kotler and Armstrong (1999), companies
must be focused on consumer. To succeed with
purchasers companies must bring more to the customer
relationship than just their standard product or service.
They must create value with each and every customer
interaction. In order to do this, they must understand
the behavior of their customers. A company’s success
depends not only on how well each department performs
its work, but also on how well the activities of various
departments are co-coordinated [2]. This is a guiding
principle of the value chain and can be achieved by placing
more emphasis on a company’s core business processes [3].
A company can gain a substantial competitive edge by
mastering core business processes. Based on this new
view, according to Kotler and Armstrong (2001), marketing
is not only responsible for formulating the marketing mix,
but also for designing and managing a superior value
delivery system to reach target customer segments.
Managing their own value chain and the entire value
delivery system in a customer oriented way enables
companies to create customer satisfaction [4].
The conventional wisdom is that online shopping
has been a boon to consumers. The Internet has certainly
made it easier for consumers to search for the best price
when that is most important due to the profusion of
merchants on the web. Likewise, the large product
assortments offered by these merchants has also made it
easier to find the best product fit (i.e., the match between
consumer needs and product attributes) when that is most
important. Recommendation agents offered by sellers and
third-party shop bots enable consumers to quickly navigate
through huge product assortments to find that elusive
bargain or “dream” product (i.e., one they were not sure
even existed). The ability to electronically screen (and
rescreen) product choices enables consumers to focus
on the primary benefit they seek while shopping online,
be it paying a lower price or finding a product that best
matches needs.
In a seminal article on the expected impact of the
Internet on consumer information search behavior, Peter-
son and Merino (2003) cautioned that there was no
assurance that the Internet would lead to better consumer
decision making. In a recent comprehensive review of
empirical research on consumer decision making in online
environments, Darley, Blankson, and Luethge (2010)
conclude that there is a paucity of research on the impact
of online environments on decision making. According
to a 2008 report on “Online Shopping” from Pew Internet
and American Life Project (a leading nonprofit authority
on Internet usage trends), almost 80% of shoppers say
that the Internet is the best place to buy items that are
hard to find. Yet, at the same time, almost 60% of shoppers
also say that they get frustrated, confused, or overwhelmed
while searching for product information. Based on the
studies by Peterson and Merino (2003), Darley, Blankson,
and Luethge (2010), and the 2008 Pew Internet report it
appears that online choice settings certainly offer
consumers the potential to make better quality decisions,
but whether this potential is being realized is still an
unresolved matter. Hence, the purpose of this research
is to understand how [1] certain features of electronic
environments have a favorable effect on the abilities of
consumers to make better decisions, and [2] identify
information-processing strategies that would enable
consumers to make better quality decisions while
shopping online [5]. A better quality decision may be
defined along two dimensions, one relating to price and
the other to product fit (i.e., the match between consumer
UDC 339:004.738.5
T. G. Kucheruk,
PhD (Economics)
M. V. Arkhypov,
G. O. Burlachenko,
Donetsk National Technical University
CONSUMER DECISION MAKING ON THE WEB
T. G. Kucheruk, M. V. Arkhypov, G. O. Burlachenko
127
Економічний вісник Донбасу № 4 (34), 2013
needs and product attributes). Consumers may seek the
best price for a product, or the best product fit, or more
commonly a price-product fit combination that represents
how they trade-off price with product fit. The potential
for making better quality decisions while shopping online
can then be related to the ability of the consumer to select
an optimal price-product combination more readily than
when shopping in a traditional retail environment [3].
Previous research ondecision making in online
settings has found that consumers are able to make better
decisions with less search effort in online settings. The
ability to control the flow of information via
an interactive information display has also been found to
be related to decision quality [6]. Worldwide e-commerce
sales surpassed the $1 trillion mark for the first time in
2012, according to a New EMarketer estimate out today.
The research firm estimates that B2C online sales grew
21.1% last year to $1.097 trillion. Leading the way was
the US e-commerce industry, which grew 13.9% to an
estimated sales total of $364.66 billion. EMarketer expects
that to grow in 2013 to just above $409 billion. Despite
that growth, the Asia-Pacific region is expected to grow
even faster and take over the top spot in online sales in
2013 – with an estimated 33.4% of all e-commerce
activity [7].
The rapid growth in Asia-Pacific sales is a result of
several factors. Three Asia-Pacific markets-China, India
and Indonesia-will see faster B2C ecommerce sales
growth than all other markets worldwide this year, while
Japan will continue to take a large share of global sales.
According to eMarketer, B2C ecommerce sales in
the US will grow 12% to $384.80 billion in 2013-after
growing 13.8% to $343.43 billion last year-as average
B2C ecommerce sales per user reach $2,466 this year
among those who buy goods online in the US [7].
The US will remain the single country with the
largest share of worldwide B2C ecommerce spending,
at 29.6% in 2013-down from 31.5% in 2012 despite
relatively strong growth. This will continue throughout
the forecast period, though China is closing the gap fast.
In 2016, China will have 22.6% of the worldwide market,
vs. 26.5% in the US (Fig. 1).
China also boasts the highest number of people who
buy goods online in the world-nearly 220 million in 2012,
according to eMarketer-a result of increasing internet
penetration; a burgeoning middle class with growing trust
in online shopping; government-driven campaigns to
promote consumerism; as well as improved infrastructure,
product selection and services offered by online sellers
and retailers.
A cross-disciplinary theoretical analysis based on
constructs drawn from economics (e.g., time costs),
computing (e.g., recommendation agents), and psychology
(e.g., decision strategies) is conducted to identify factors
that potentially influence decision quality in electronic
environments. The research is important from a theoretical
standpoint because it examines an important aspect of
online consumer decision making, namely, the impact of
the electronic environment on the capabilities of consumers.
It is important from both a managerial and public policy
standpoint because the ability of shoppers to make better
quality decisions while shopping online is directly related
to improving market efficiency and enhancing consumer
welfare in electronic markets (Table 1).
Time Costs
Time costs influence information search depending
upon the opportunity cost of time. Higher time costs
decrease search, while lower time costs lead to increased
search. When time costs become too low, consumers
engage in more exploratory search, potentially having
an unfavorable effect on decision quality. Previous
research has found that the influence of time costs on
search in off-line settings is dominated by the physical
search effort required in these settings [8]. In other
words, time costs are not adequately considered by
consumers in traditional retail settings. The physical
T. G. Kucheruk, M. V. Arkhypov, G. O. Burlachenko
Fig. 1. Top 5 Countries, Ranked by B2C Ecommerce Sales, billions
Top 5 Countries, Ranked by B2C Ecommerce Sales, billions
$384,80
$181,62
$141,53
$140,35
$53,00
$343,43
$110,04
$124,76
$127,82
$47,00
$301,69
$56,69
$109,03
$112,78
$38,08
USA
China
UK
Japan
Germany
2013 2012 2011
128
Економічний вісник Донбасу № 4 (34), 2013
Table 1
Digital Buyers WorldWide, by Country, 2011 – 2016, million
T. G. Kucheruk, M. V. Arkhypov, G. O. Burlachenko
Digital Buyers WorldWide, by Country,
2011 – 2016 millions
2011 2012 2013 2014 2015 2016
Asia-Pacific 334.8 391.1 457.6 523.1 591.7 653.5
- China 178.4 219.8 270.9 322.1 374.9 423.4
- Japan 70.2 73.3 75.6 77.0 78.2 79.2
- India 14.5 19.2 24.6 30.0 36.2 41.8
- South Korea 22.2 23.3 24.4 25.4 26.3 26.9
- Other 49.4 55.5 62.2 68.6 75.9 82.3
Western
Europe
156.8 168.6 178.8 186.1 192.1 197.3
- Germany 38.2 41.2 43.3 44.4 45.2 45.9
- UK 33.0 34.8 36.5 37.5 38.2 38.9
- France 24.5 26.5 28.1 29.2 29.8 30.4
- Spain 13.4 14.5 15.9 17.2 18.6 19.5
- Italy 10.5 11.7 13.0 14.2 15.4 16.6
- Other 37.2 39.8 42 43.6 44.9 46.1
North America 156.7 164.2 171.3 178.8 185.8 192.6
- US 143.4 149.8 156.1 163.6 168.7 175.0
- Canada 13.3 14.4 15.2 16.2 17.1 17.6
Eastern Europe 63.9 75.2 85.2 95.2 102.5 107.4
- Russia 19.6 23.1 26.2 29.3 31.4 32.7
- Other 44.3 52.1 59.0 65.9 71.1 74.7
Latin America 50.3 63.6 73.9 82.5 90.6 97.5
- Brazil 19.1 23.7 26.7 29.7 31.9 33.9
- Argentina 6.4 8.1 9.2 10.4 11.3 11.8
- Other 24.9 31.9 37.2 42.4 47.4 51.8
Middle East &
Africa 30.0 40.9 49.8 58.6 65.8 73.1
Worldwide 792.6 903.6 1,015.8 1,124.3 1,228.5 1,321.4
129
Економічний вісник Донбасу № 4 (34), 2013
effort required to conduct search is significantly lower
in the electronic environment. Moreover, the typical
online consumer is “time starved” and shops online to
save time. Online consumers also exhibit search and
evaluation patterns that are consistent with time
constraints [9]. Hence, there is more importance placed
on time costs in online settings. Further, the use of
electronic sources of information can increase search
effectiveness by decreasing the time needed to search
and evaluate information. Time-related investments
during search and evaluation can reduce future time
costs due to the acquisition of skill capital [10].
Cognitive Costs
Cognitive costs relate to the cognitive effort
expended during decision making. The cognitive cost
model proposes that consumers maintain a focus on
accuracy but also consider the cognitive costs associated
with the attainment of that goal. Previous research
findings show consumers limit processing in off-line
settings, because of a greater emphasis on effort reduction
than on accuracy improvement [11]. Cognitive costs are
lower in electronic environments, because cognitive effort
can be shifted to the recommendation agents that are
typically available in these environments. Hence, the extent
to which consumers focus on accuracy improvement in
an on-line setting can potentially have a favorable influence
on decision quality. The cognitive costs of search include
the cost of acquiring information and the cost of
processing information [12]. While the cost of processing
information remains unchanged between off-line and
online settings, the cost of acquiring information is reduced
in online settings due to the availability of electronic
decision aids. Electronic decision aids are helpful for
performing routine processing tasks, such as sorting
information on the alternatives.
Perceived Risk
Perceived risk influences search and evaluation due
to the uncertainty associated with the choice alternatives.
Previous research has found that search is determined
by both absolute and relative levels of uncertainty
associated with the choice alternatives, but with a greater
emphasis on the latter [13]. The separation of product
information from the physical product increases
perceived risk in online settings. Further, consumers tend
to focus more on absolute, rather than relative, levels of
risk associated with the product alternatives in an
electronic environment. Thus, consumers will need
stronger signals (e.g., brand names, retailer reputation)
to reduce risk. However, risk assessments may be
counterbalanced by the convenience of purchasing online.
Risk-taking consumers may reduce search as they trade
off the convenience of purchasing online with the risk of
so doing, while risk-averse consumers may increase
search [14]. Further, consumers seek and accept online
recommendations as a way to manage risk during online
search and evaluation.
T. G. Kucheruk, M. V. Arkhypov, G. O. Burlachenko
Product Knowledge
Consumers often rely on prior knowledge during
search and evaluation due to information processing
limitations. The stimulus-rich nature of online settings
will cause memory-based influences on search and
evaluation to diminish while enhancing the role of
externally available information. Consumers use prior
knowledge to initiate search with information on uncertain
beliefs being acquired earlier [15]. The iterative nature of
online search and evaluation may result in information
on previously preferred alternatives being disconfirmed.
Preference reconstruction can then be expected to be
based on exposure to new alternatives and selection
criteria. Consumers who are skillful at using the Internet
to research products rely on it as an important source of
information [16]. However, some consumers have a
difficult time learning the search terminology (i.e.,
keywords) necessary for seeking out the product that
best matches needs in an electronic environment. Thus,
consumers need both “web expertise” (i.e., device
knowledge) and product knowledge (i.e., domain
knowledge) to make better decisions in an online setting.
It is possible for web expertise to compensate for the
lack of product knowledge, provided consumers use the
former to develop the latter [17]. If consumers do not
have the necessary level of product knowledge, they may
focus on easy to use, but unimportant product attributes,
which will adversely affect decision quality.
Screening Strategies
The more information consumers consider the more
likely are they to make a better purchase decision [18].
Online merchants offer wide and deep product assortments
so that consumers can find a product fit that best matches
needs. But navigating through all the product choices
available online can be time consuming. The desire to
consider a wide variety of product options and be able to
do so quickly has been labeled the “tyranny of choice”
[19].Hence, the typical online store has a recommendation
agent (i.e., an electronic decision aid) available for
screening product alternatives. The ability of the
consumer to calibrate a recommendation agent affects
decision quality in online settings. It is easy to over-
calibrate a recommendation agent by including even less
important attributes during alternative evaluation (resulting
in the “no matches found” message).
The manner in which a recommendation agent is
used also influences decision quality in online settings.
Recommendation agents can be used for information
filtration (i.e., sorting alternatives on an attribute) or
information integration (i.e., combining information on
the alternatives using multiple attributes). The heuristics
consumers in online settings are better suited for sorting
alternatives rather than combining information on the
alternatives. While information filtration screening
strategies can help rapidly narrow the set of available
alternatives, they are relatively rigid (i.e., inflexible) in
130
Економічний вісник Донбасу № 4 (34), 2013
T. G. Kucheruk, M. V. Arkhypov, G. O. Burlachenko
their application [20]. Alternatives that are otherwise
attractive may be eliminated if they are dominated on
the attributes used for screening. Hence, the use of
recommendation agents for information filtration, relative
to information integration, can potentially have an
unfavorable influence on decision quality.
Trust
Trust and privacy concerns influence search and
evaluation in online settings, because of the potential for
misuse of personal information [21]. Consumers seem
to be willing to trust the product recommendations offered
by an electronic decision aid, but only when it sorts
information on product alternatives. Electronic environments
decision aids are less trustworthy when advice (e.g.,
expert opinions) is needed and the privacy of information
is a concern. Privacy concerns lead some consumers to
limit the use of electronic environments for seeking
product information. Likewise, a lack of trust can cause
some consumers to limit contact to only reputable Internet
retailers [22].
Conclusions
The preceding theoretical analysis identifies effects that
may be combined into a conceptual model of decision quality
in online settings (see Fig. 2). The potential for consumers
to make better quality decisions while shopping on the web
can be realized by encouraging consumers to benefit from
the favorable influences on decision quality in web-based
choice environments, while countering the unfavorable
influences, as articulated through the propositions. The main
prediction of the model is that decision quality is likely to
improve when consumers focus both on cost reduction
and benefit improvement, as compared to when the focus
is only on cost reduction or benefit improvement. Why would
consumers not focus on both cost reduction and benefit
improvement all the time? It is because of the limited cognitive
abilities of consumers. Consumers have to allocate available
cognitive resources between these two options. They are
more likely to direct these resources to cost reduction in
off-line settings because the results of so doing are immediate,
certain, and tangible as substantiated in numerous studies
of off-line information search and product evaluation. In
online settings, many of the resources that were previously
directed to cost reduction now become available for benefit
improvement, because of the availability of electronic
decision aids such as shopbots and recommendation agents.
Hence, there is a shift in the cost-benefit trade off from
cost reduction toward benefit improvement. The contingency
perspective adopted in the manuscript enables us to predict
the effect of various factors on decision quality in online
settings.
Fig. 2. A model of decision quality for an online information environment
Decision quality
representative concepts
costsavings
decision accurancy
satisfaction
Screening strategies
representative concepts
information integration
information filtration
Online trust
representetive concepts
privacy concerns
Time costs
representetive concepts
time cost
opportunity cost
Product knowledge
representetive concepts
product knowledge
prior beliefs
Cognitive costs
representetive concepts
cognitive cost
physical search effort
Perceive drisk
representetive concepts
perceived risk
relative uncertainty
131
Економічний вісник Донбасу № 4 (34), 2013
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Кучерук Т. Г., Архипов М. В., Бурлаченко Г. О.
Прийняття споживчих рішень в Інтернеті
У статті досліджено ключовий аспект прийняття
рішень споживача онлайн, а саме вплив електронно-
го середовища на здатність покупців. Основним зав-
данням дослідження є розуміння того, як деякі функції
електронних середовищ надають позитивний вплив на
здатність споживачів приймати більш обґрунтовані
рішення, а також визначення стратегій обробки інфор-
мації, які дозволять споживачам приймати більш зва-
жені рішення при здійсненні покупок в Інтернеті.
Ключові слова: споживачі, прийняття рішень,
інтернет, електронна комерція.
Кучерук Т. Г., Архипов Н. В., Бурлаченко А. А.
Принятие потребительских решений в Интернете
В данной статье исследуется ключевой аспект при-
нятия решений потребителя онлайн, а именно влия-
ние электронной среды на способности покупателей.
Основной задачей данного исследования является по-
нимание того, как некоторые функции электронных
сред оказывают положительное влияние на способ-
ность потребителей принимать более обоснованные ре-
шения, а также определение стратегий обработки ин-
формации, которые позволят потребителям принимать
более взвешенные решения при совершении покупок
в Интернете.
Ключевые слова: потребители, принятие решений,
интернет, электронная коммерция.
Kucheruk T. G., Arkhypov M. V., Burlachenko G. O.
Consumer Decision Making on the Web
This article investigates a key aspect of online
consumer decision making – the impact of the electronic
environment on the abilities of buyers. The main task of
this research is to understand how certain features of
electronic environments have a positive effect on the
abilities of consumers to make better decisions, and
identify information-processing strategies that would
allow consumers to make better quality decisions while
shopping on the web.
Key words: consumers, decision making, internet,
ecommerce.
Received by the editors: 16.10.2013
and final form 04.12.2013
T. G. Kucheruk, M. V. Arkhypov, G. O. Burlachenko
|
| id | nasplib_isofts_kiev_ua-123456789-123397 |
| institution | Digital Library of Periodicals of National Academy of Sciences of Ukraine |
| issn | 1817-3772 |
| language | English |
| last_indexed | 2025-12-07T18:31:00Z |
| publishDate | 2013 |
| publisher | Інститут економіки промисловості НАН України |
| record_format | dspace |
| spelling | Kucheruk, T.G. Arkhypov, M.V. Burlachenko, G.O. 2017-09-03T19:30:53Z 2017-09-03T19:30:53Z 2013 Consumer Decision Making on the Web / T.G. Kucheruk, M.V. Arkhypov, G.O. Burlachenko // Економічний вісник Донбасу. — 2013. — № 4 (34). — С. 126–131. — Бібліогр.: 22 назв. — англ. 1817-3772 https://nasplib.isofts.kiev.ua/handle/123456789/123397 339:004.738.5 This article investigates a key aspect of online consumer decision making - the impact of the electronic environment on the abilities of buyers. The main task of this research is to understand how certain features of electronic environments have a positive effect on the abilities of consumers to make better decisions, and identify information-processing strategies that would allow consumers to make better quality decisions while shopping on the web. У статті досліджено ключовий аспект прийняття рішень споживача онлайн, а саме вплив електронного середовища на здатність покупців. Основним завданням дослідження є розуміння того, як деякі функції електронних середовищ надають позитивний вплив на здатність споживачів приймати більш обґрунтовані рішення, а також визначення стратегій обробки інформації, які дозволять споживачам приймати більш зважені рішення при здійсненні покупок в Інтернеті. В данной статье исследуется ключевой аспект принятия решений потребителя онлайн, а именно влияние электронной среды на способности покупателей. Основной задачей данного исследования является понимание того, как некоторые функции электронных сред оказывают положительное влияние на способность потребителей принимать более обоснованные решения, а также определение стратегий обработки информации, которые позволят потребителям принимать более взвешенные решения при совершении покупок в Интернете. en Інститут економіки промисловості НАН України Економічний вісник Донбасу Marketing Consumer Decision Making on the Web Прийняття споживчих рішень в Інтернеті Принятие потребительских решений в Интернете Article published earlier |
| spellingShingle | Consumer Decision Making on the Web Kucheruk, T.G. Arkhypov, M.V. Burlachenko, G.O. Marketing |
| title | Consumer Decision Making on the Web |
| title_alt | Прийняття споживчих рішень в Інтернеті Принятие потребительских решений в Интернете |
| title_full | Consumer Decision Making on the Web |
| title_fullStr | Consumer Decision Making on the Web |
| title_full_unstemmed | Consumer Decision Making on the Web |
| title_short | Consumer Decision Making on the Web |
| title_sort | consumer decision making on the web |
| topic | Marketing |
| topic_facet | Marketing |
| url | https://nasplib.isofts.kiev.ua/handle/123456789/123397 |
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