Online Buying Decision Preference and Prospect Theory

Jie Ren; Dong Mei Zhao; Xiao Hua Zhang

doi:10.4028/www.scientific.net/AMR.926-930.3850

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HomeAdvanced Materials ResearchAdvanced Materials Research Vols. 926-930Online Buying Decision Preference and Prospect...

Online Buying Decision Preference and Prospect Theory

Abstract:

Worldwide online retail sales continue to grow at a good pace. Online consumers purchase decisions are a very complex and robust subject. Consumers purchase decisions are greatly influenced by their attitudes, behavioral intention and local environmental security perception. The purpose of this study was to gain a better understanding that affect customer decision in online marketing from prospect theory perspective.

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Periodical:

Advanced Materials Research (Volumes 926-930)

Pages:

3850-3853

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.926-930.3850

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Online since:

May 2014

Authors:

Jie Ren, Dong Mei Zhao*, Xiao Hua Zhang

Keywords:

Loss Aversion, Prospect Theory, Reference Dependence

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