A Two-Stage Decision-Making Model of Online Consumer Behavior: Perspective of Image Theory

Consumer decision-making behaviors in the context of e-business attracted enormous researchers from different disciplines. Based on image theory and MMAU decision-making theory, we proposed a two- stage decision-making model of online consumer behavior. The model proposed that online decision-making process can be divided into two stages with the perspective of image theory. The model was tested by a simulation experiment. 110 students in a Chinese university took part in the experiment. The results show that consumers adopt different strategies in online consuming decision-making process. The two-stage decision-making model was supported by the experiment results. These findings have implications for online sellers in terms of marketing strategy.