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The Role of Extrinsic Cues in Consumer Decision Process in Online Shopping Environments

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  • C. Ranganathan

    (University of Illinois at Chicago, USA)

Abstract

Online merchants must learn how to compensate for the absence of a physical environment by using distinct cues in the form of site features, functionalities, and utilities to enhance online purchase intentions in the minds of consumers. Drawing on the cue-utilization research in marketing, the author extends the notion of extrinsic cues to online consumer decisions. In this research, the author explores the existence, relative importance, and salience of extrinsic cues in online consumer decision processes. Using a sample of 205 online shoppers, the author finds that web interface cues, transaction cues, and vendor image cues are important predictors of online purchase intentions. This paper also examines the individual effects of specific cues to assess the relative importance of these cues. The findings indicate that security-related cues have relatively higher positive association compared with other cues. Though nice site layout and design emerge as significant cues, information content and vendor image have greater positive association with online purchase intentions.

Suggested Citation

  • C. Ranganathan, 2012. "The Role of Extrinsic Cues in Consumer Decision Process in Online Shopping Environments," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 10(1), pages 52-71, January.
    • Handle: RePEc:igg:jeco00:v:10:y:2012:i:1:p:52-71
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    Cited by:

    1. Sanjeev Prashar & T. Sai Vijay & Chandan Parsad, 2017. "Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework," Vikalpa: The Journal for Decision Makers, , vol. 42(1), pages 1-18, March.
    2. Zhou, Liying & Jin, Fei & Wu, Banggang & Chen, Zhi & Wang, Cheng Lu, 2023. "Do fake followers mitigate influencers’ perceived influencing power on social media platforms? The mere number effect and boundary conditions," Journal of Business Research, Elsevier, vol. 158(C).
    3. Gao, Lingling & Bai, Xuesong, 2014. "Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 653-665.

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