International Journal of Business Management & Economic Research, 2014. Paper abstract bibtex
The study examined factors that influence virtual online consumer decision making by interpreting relevant decision making models. This conceptual paper suggest that consumer purchase intent, when mediated by virtual websites, are influenced by interactivity and information overload. This is of course, built on the overarching concept of consumer decision making. Therefore, the researcher outlines numerous decision making models. The researcher proposed the assumption that decision making models are geared to either the consumers’ cognition, or information flow. That is to say, the e-tail merchant can change the flow and amount of information, mitigate the online purchasing risk, and of course, allow for interactivity between the online site and the consumer.