Online Buying Decision Preference and Prospect Theory

Jie Ren; Dongmei Zhao; Xiaohua Zhang
May 2014
Advanced Materials Research;2014, Issue 926-930, p3850
Academic Journal
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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