文档介绍：标题:Consumers’Decision-MakingProcessandTheirOnlineShoppingBehavior原文:mercetoretailers,thecapacitytoofferconsumersaflexibleandpersonalizedrelationshipisprobablyoneofthemostimportant(Wind&Rangaswamy,2001).,inturn,oftengeneratesadditionalsales(Postma&Brokke,2002).Personalizationhasalsobeenshowntoincreasethelevelofloyaltyconsumersholdtowardaretailer(CyberDialogue,2001;Srinivasan,Anderson,&Ponnavolu,2002).Whilethereareseveralwaystopersonalizeanonlinerelationship,mendationsiscertainlyamongthemostpromising(Thee-tailingGroup,2003).Online,mendationsourcesrangefromtraditionalsourcessuchasotherconsumers(.,)mendersystems(Westetal.,1999).Todate,mendationsourcesonconsumers’,mendationsonconsumers’,-of-mouth(WOM),asnotedbyRosenandOlshavsky(1987),(1968)proposesthefollowingtypologyofinformationsources:(1)ImpersonalAdvocate(.,massmedia),(2)ImpersonalIndependent(.,ConsumerReports),(3)PersonalAdvocate(.,salesclerks),and(4)PersonalIndependent(.,friends).AlthoughresearchonpersonalinfluenceandWOMfocusesonthelattertwoinformationsources,,,electronicdecision-mendersystemsareimpersonalinformationsourcesthatprovidepersonalizedinformationtoconsumers(Ansari,Essegaier,&Kohli,2000).InanefforttoextendAndreasen’s(1968)puter-mediatedenvironments,weassertthatinformationsourcescanbesortedintooneoffourgroups:(1)Personalsourceprovidingpersonalizedinformation(.,“Mysistersaysthatthisproductisbestforme.”);(2)Personalsourceprovidingnon-personalizedinformation(.,“Arenownedexpertsaysthatthisproductisthebest.”);(3)