Online consumer decision-making styles for enhanced understanding of Macau online consumer behavior
نویسندگان
چکیده
The purpose of this paper is to understand online consumer behavior better by analyzing online consumers' decision-making styles. In this research, an online consumer style inventory, which is suitable for online businesses to measure online consumers' decision-making styles, has been developed in Macau. The current studies of online consumer behavior have not considered the weights of the variables that can affect online consumer behavior. This paper measures online consumers' decision-making styles in Macau based on the weights of the corresponding inventory items. © 2015, College of Management, National Cheng Kung University. Production and hosting by Elsevier Taiwan LLC. All rights reserved.
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