Abstract:

Most studies that have developed and validated models and instruments for understanding consumer behavior research have not achieved cross-cultural/cross product generalizability. As a result, multi-product generalizability remains an unresolved problem domain. During the last 15 years, the popularity of the Internet has been growing explosively (Hou J. W. & Cesar R., 2002). Hence many consumers have been making use of the Internet for on-line shopping. Therefore, international generalization of the characteristics of consumers’ decision-making styles is vital to understand as the Internet has made globalization a stark reality. This paper presents new models for profiling Consumers’ decision-making styles when they use the E-Commerce environment. Furthermore, it investigates if consumers have different decision-making styles for different types of products. The paper concludes with a discussion of the differences in decision-making styles for different types of products.