Find, buy, see. A decision making study on the effect of online and offline shopping on purchase probability of televisions for maximizers and satisficers
Much research has been done for consumer drivers in purchasing goods. Buying processes for low-cost shopping goods like jeans or books are relatively easy. More expensive electronic goods, like a television are considered to have a much more complex buying process with monetary trade-offs and a higher level of risk; most obviously resulting in a more careful approach.We attempt to understand this approach by analysing the factors influencing purchasing behaviour for televisions, both in online and offline shopping environments. To give this study its unique twist, we incorporate a customer type theory and explore if these drivers are being valued differently across types. This study would be of best value to those seeking insight in purchasing behaviour for expensive electronic goods.