Factor exploration and multi-criteria assessment method (AHP) of multi-generational consumer in electronic commerce

In previous researches, many of the instruments to consumer decision making style were developed in the context of the consumer offline buying process. With the proliferation of the internet and World Wide Web applications, users are increasing interfacing and interacting with web-based applications and have already started purchasing electronically. It is, therefore, important to develop new or redefine previous instruments and scales, which are directly targeted to the consumer who buy electronically. This research is directed towards multi-generational consumers (n = 411) of India to understand the consumers' electronic decision making style instruments. The study empirically examines the influence of eight extracted factors by the authors and analytic hierarchy process (AHP) approach used for prioritisation. A hierarchical structure evaluation criteria model has been constructed, and the global priority weight of each criterion in the model has also been determined. The results of this research give a new insight to understand decision making instruments of consumers' electronic purchase and help the electronic service provider to better understand more influencing factors of the electronic consumer, which can help them to achieve a sustainable competitive advantage in global markets and a way of enhancing performance.