Abstract

The development of online shopping services is stimulated by both retailers and consumers, and understanding the decision-making behaviours of consumers becomes one of the crucial issues for retailers. Decision-making process, which refers to brand choice and price sensitivity, is unique in online purchase. Several motivation factors, such as situational factors, characteristics of products as well as the experience of previous e-shopping can influence consumers’ attitudes to shop online. Moreover, available decision support systems can help people to make wise decisions among overwhelming information. A successful online retailer—ASOS is chosen as an example of how consumers’ decision making can be supported through the online arena. As a suggestion, trust building and maintaining, brand loyalty building as well as recommendation agent are key points of online retailers’ development in future. Furthermore, introduction of customer design system is the key contribution of this paper and detailed illustration of that is stated in suggestions and conclusion.

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