Strategic online customer decision making: leveraging the transformational power of the Internet

Online shopping phenomena are governed by a number of consumer acceptance and behaviour characteristics and grounded in theoretical aspects of consumer decision making. There are a number of factors that affect what we buy, when we buy, and why we buy. In reference to buying online, the factors that influence consumers are marketing efforts, socio‐cultural influences, psychological factors, personal questions, post‐decision behaviour, and experience. These factors will be further discussed by way of a consumer decision‐making model for online shoppers.