ONLINE PRODUCT CATEGORIES and CONSUMERS' WEBSITE USAGE for the PURCHASING PROCESS

摘要

E-businesses often ask where, how, and when to communicate effectively to their e-customers in order to achieve sales success in global marketplace. Information searching about a specific product and service tends to be similar among the consumers, no matter which part of the world they belong to and therefore, this study would have general implication on consumer e-purchasing behavior. Based on the previous research works in marketing, e-commerce and behavioral science, this study aims to validate the proposed matrix of online product category and consumers' website usage in the purchasing process.