Consumers' Internet and Internet Consumers: Exploring Internet-based Electronic Decision Aids

Merz, Michael; Chen, Qimei
January 2006
Advances in Consumer Research;2006, Vol. 33 Issue 1, p301
Academic Journal
The authors hypothesize that the Internet allows consumers to make increasingly informed and rational decisions due to electronic buying guides and multi-sensory stimuli, such as pictures and film clips, offering information on products. According to the authors, previous assumptions that consumers have a limited capacity to process information and make choices need to be revised considering the vast amount of pre-purchasing information available to an average consumer due to Internet technology. In addition, Internet information itself needs to be evaluated in order to make sure that the consumer does not receive an "overload" of information or choices.


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