The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour

• A new typology of online purchase decision-making behaviour based on decision-making style and knowledge of product
• A process modelling method for analysing and codifying online consumer behaviour using video data
• Maximisers with a low level of knowledge of product and satisficers with a high level of knowledge have disparate behaviour
• Maximisers and consumers with a low level of knowledge of product engage in more intensive decision making processes

This paper provides an empirical typology of online decision-making purchasing behaviour. The study explores how the online purchase process is affected by individual decision-making style and knowledge of product. Drawing from the decision analysis and consumer behaviour literatures, we present a typology of online purchase decision-making behaviour and introduce four archetypes of online consumers. A number of experiments have been conducted in two online settings: retail banking and mobile networks. Based on an extensive video analysis, we have captured four process-related dimensions (number of cycles, duration, number of alternatives and number of criteria) using a business process modelling approach. Significant differences in all process-related dimensions were found across the four archetypes. The study improves understanding of the different types of online consumers and their process outcomes. The findings are useful for online retailers seeking to improve the way they support the four archetypes of online shoppers throughout the decision-making purchasing process.