Two-phased information search and evaluation in e-consumers’ decision process for high-involvement products: An exploratory study

Most consumers today tend to perform extensive research online after identifying a purchasing need. This exploratory study attempts to clarify e-consumerspsila decision-making processes for high-involvement products. Findings from the focus group interviews support that consumers do have tendency to perform search online before committing to any purchases. Also, it suggests a two-phased information search and evaluation model. Consumers tend to place more focus on different marketing mix elements in each phase. Most online shoppers evaluate the product in the first phase and compare prices in the second. While the decision of sales channel selection is postponed, both traditional and electronic alternatives are jointly evaluated in retail markets.