To buy and what to buy? : the study of consumer behaviour on the Internet

Abstract: The process that consumers go through while buying something is called consumer buying process and has been studied for a long time. Three stages of the Five-Stage Model (Kotler, 2006) provide a starting point for analysis in this paper and the reason of using this model is to make collected data more structured and easier for understanding. The purpose of this paper is to describe and analyze costumer buying process online.The method for data collection applied in this study is called “think-aloud” that means participants are verbalizing their screen activity and thoughts during the process of observation. The results of this research show that consumer buying process online is a complex process that is influenced by the amount and intensity of information received during the process as well as consumer knowledge and experience on the area of problem. The sequence of the stages proposed by the research model can vary depending on the preferences of consumer and readiness to make a decision.