A STUDY OF B2C CONSUMER BEHAVIOR MODEL

ABSTRACT The purpose of this research is to verify a preliminary B2C consumer behavior model that is constructed previously by brainstorming, structured interview, and on-line observation. Twelve subjects voluntarily participated in the verification experiment. Thinking aloud method was used for the experiment. Subjects were asked to do online shopping in an experimental environment and their behavioral processes were recorded by video cameras for later analysis using observation software—“The Observer”. Three types of products were provided in the experimental environment: book, cell phone, and notebook PC. Experimental results indicated that the B2C consumer behavior in electronic commerce could be described completely by the proposed Ten-Step Model. The complexity of the behavior model and time spent in each step depend on the characteristics of the products. It is suggested that websites information and the customer-supporting interfaces should be customized according to the types of products and the factors that affect consumer behavior to best assist customers in EC.

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