Chi-Hsuan Fan
ABSTRACT
With the development of the internet and shipping, and also the appearance of COVID-19, the growth of E-commerce is rising in a fast way. People change their shopping behavior from offline to online. It means there is a significant change in customers’ shopping process. Lots of scholars did research about it, such as from AIDMA [1] to AISAS [2], and also from Buyer Decision Process [3] to Dynamic Buyer Decision Process [4]. Both of them talk about how customers change their behavior and process of shopping in the digital generation. So it's necessary to know clearly how customers do and think to make the serve, user interface, and user experience in websites better. But the study found that most of those existing models are for “goal-directed search” shopping (shopping with purpose). But in fact, “exploratory browsing” shopping is rising these days, it's better to know more about it, so this study focuses on the process of how people do online shopping in “goal-directed search” shopping and “exploratory browsing” shopping. Besides, this study also found because there is too much information on the internet now, people will make the two phases of the decision in the process of online shopping [5], and they need to mark and record some product information in the middle of these two phases. Hence, they need a space to save this information is called “Intermediate Choice List(ICL)” [6]. Therefore, this study also explored how ICL takes a hand in the whole online shopping process. At the end of the study built a complete shopping process model for future use in E-commerce website design.
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Index Terms
- Study of Online Shopping Behavior Differences Between Goal-Directed Search and Exploratory Browsing in Intermediate Choice List on E-Commerce: How Do People Shop With Purpose and Without Purpose in E-Commerce and What Role ICL Be in the Online Shopping Process
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