Reviewing a Consumer Decision Making Model in Online Purchasing: An ex-post-fact Study with a Colombian Sample

Abstract

A review of making purchase decisions through internet was retrospectively reviewed (ex-post-fact) with a sample of 340 people who had (n=187) and who had not purchased online (n=153).The questionnaire that was used includes statement for each of the stages involved in the choice (problem identification, information search, alternatives evaluation, and purchase behavior).Some scales were designed while some others were adapted from the available research literature.Results shows that, through internet, it is more common to perform unplanned purchase, and the information available on the network usually has a significant value in online decision-making.Online purchasers and not purchasers differ on risk perception.Some recommendations to design web pages for commercial use are suggested, and discussion about the evolution of online shopping in Colombia is presented.

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