The the websites more organized. Product variety, sale service

The process of making decision in
online shopping includes five stages beginning with the customer’s
acknowledgment of products they require, then information search, evolution of
option, buying decision and finally post-purchasing behavior (Vaghela, 2014). To begin with online
communication, to begin with is a fixed


 when consumers see TV commercial or online
promotion, these advertisements may draw consumers’ attention and customers
start being interesting in the products (Katawetawaraks & Wang, 2011).
These advertisements are used so as to notify customers of the features of
goods and stores where customers can buy them. Moreover, the Internet
probability becomes an engine which people utilize as a shopping channel due to
the utilization of the Internet as a source of data (Wei, 2016). Before
deciding to purchase, consumers will require extra information about the
products they want to buy. Therefore, they will look for more information on
the Internet in order to get enough information (Laudon & Traver 2009, as
cited in Katawetawaraks
& Wang 2011). After gaining all information about products, consumers will
find more alternatives to evaluate those selection of products or services.
When searching for more information, they may concentrate on finding the
product reviews or comments from former purchasers. E-consumers will know which
brand or stores provides the most suitable choice for them after comparing
prices and characteristics which is published on the Internet (Katawetawaraks
& Wang 2011). In order to convince customers to
purchase products, online businesses have to design their websites more
attractively and make the websites more organized. Product variety, sale
service and the quality of information are liable to be key point to assist
e-consumers in making a decision what product is the best choice for them, or
which retailer they should purchase from (Koo et al 2008, as cited in Katawetawaraks
& Wang 2011). In some cases, consumer might pay for products because
companies promote the products which catch the attention of customers. This
action can be called a trial purchase which allow consumers to assess the
products directly. Once e-consumers have been satisfied with merchandise they
bought, they adopt the product and repeat their purchase (Wei, 2016).

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