Online Buying Decision Process

Shopping is essential to every individual. Shopping is an act where individual purchases products with the involvement of monetary exchange and credit or debit card swipe. In addition, shop visit and online shopping are two types of shopping categories. Buying decision are made during the purchasing of goods. Therefore, buying decision process are introduced to show the procedure of consumer making decision before, during and after buying a product. In addition, buying decision processes are differ in terms of the application by buyers and organizations. As elaborated by Kotler and Armstrong (2008), the buying decision process of buyers consists of five steps, which are need recognition, information search, alternative evaluation, purchase

According to Grewal and Levy (2010), post purchase are known as purchaser’s remorse. Purchaser’s remorse is a psychologically discomfort or dissatisfaction experience by buyers due to insignificance between prior beliefs and actual performance that caused the dissonance reduction (Grewal & Levy, 2010). Buyers tend to experienced disappointment towards the product they bought as the actual performance of the product does not consistent with the prior belief they have on the product. The function and feature of the product does not result well as what they had expected. For example, a buyer purchased an X brand smartphone because they heard, acknowledged and believed that the phone has better features compare to other smartphone brand. However, after the purchased, the smartphone features does not work like their perceived believes. The performance of the smartphone disappoint them. Therefore, the buyer’s dissonance reduces due to disappointment and dissatisfaction of the product’s performance. Grewal and Levy mention that the product usually purchased are expensive, infrequent buying demand, does not function as prior expectation and high risk level. Example of the goods are electrical appliances, motor vehicles, clothes or toys manufacture branding and furniture. Moreover, buyer tends to question whether they made the right decision in choosing and buying the product or brand (Sharma, 2014). The worth value after they purchased the brand or product are questions in their mindset. For example, the buyer that purchased the X smartphone questions whether the smartphone are worth to buy, does the functions and features satisfied them, or should they purchased other brand of smartphone. Goals, schema and information processing, attitudes, affect, atmospherics, and attributes and choices are the element found in the post purchase process (Puccinelli et al., 2009). Sharma (2014) suggested that