Category Drivers

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Part
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Category Drivers

Key Takeaways

  • The study entitled "Consumers' decision-making self-efficacy for service purchases: construct conceptualization and scale" seeks to develop the scale that will determine the level of decision-making self-efficacy of consumers. This is specific to a high-involved service purchase.
  • The study entitled "Consumers' Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions" investigates the role of trust and online perceived risk in influencing the purchase decision-making of consumers in social commerce.
  • The Consumer Contextual Decision-Making Model presents two hypothetical consumer decision-making strategies. These are the Similarity Strategy (SIMS) and the What-is-Out-there-in-the-World-Strategy (WOWS).

Introduction

This research presents five studies/models that have identified different factors driving consumers' decision-making process. This includes a brief description of the study or model and a list of factors identified by the study. The details are outlined in the attached spreadsheet, and some details are outlined below.

"Consumers' decision-making self-efficacy for service purchases: construct conceptualization and scale"

  • This study seeks to develop the scale that will determine the level of decision-making self-efficacy of consumers. This is specific to a high-involved service purchase.
  • The research shows that consumer self-efficacy can affect consumers' decision-making.

"Consumers' Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions"

  • This study investigates the role of trust and online perceived risk in influencing the purchase decision-making of consumers in social commerce.
  • The study focuses on understanding the relationship among "online consumer purchase intention, social commerce adoption behavior, and consumers' trust together with risk factors affecting online buying decisions, in light of the characteristics of source credibility."

"The Consumer Contextual Decision-Making Model"

"Application of Howard Sheth Model of Consumer Decision Making for the Purchase of a Television"

  • This study uses the Howard Sheth model to describe the consumer decision-making process when it comes to buying a television. The Howard Sheth model is "one of the most widely accepted" consumer decision-making models.
  • This study shows that consumers' purchasing habits "depend on the consumer's psychological, socioeconomic, and demographic conditions."

"A retentive consumer behavior assessment model of the online purchase decision-making process"

  • This study utilizes "a retentive consumer behavior assessment model of the online shopping platforms" using an integrated "Technology Acceptance Model and Online Purchase Decision-Making Process." This study takes into consideration two factors, trust and quality. The image below presents an outline of the consumers' decision-making process based on the model.

Research Strategy

For this research on consumer decision-making models, we leveraged the most reputable sources of information in the public domain, including Emerald, Frontiers, SSRN, and Science Direct. The order of importance for the different factors has been determined based on the study's presentation of each factor.

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