The Consumer Buying Process on Online Era

The purpose of this literature review was to examine whether existing buying process models represent today’s consumer behavior or not. This thesis also reviewed how consumer buying process has changed on online era and what implications these changes have on company decision making. It became clear that according to current academic literature consumer buying behavior has changed remarkably due to advances in technology (Darley, Blankson & Luethge 2010, 95) but at the same time online consumer behavior theory has developed very little from marketing perspective (Darley et al. 2010,95)