Customer Buying Decision in Electronic-Commerce: A Conceptual Model

Based on previous literature, this paper proposed a conceptual model about consumers´ buying decision online. In this model, we suggest that consumers´ buying decision is mainly influenced by one´s perception of the value of the transaction, and the value of the transaction online is determined by consumers´ evaluation of the transaction benefits they can get and the cost they should pay in the transaction online. Consumers´ website skills act as a moderator between consumers´ perception of transaction cost, transaction benefit and perceived value. Lastly, we discuss the implications of this conceptual model for research and sellers´ practice.