Customer Buying Decision in Electronic-Commerce: A Conceptual Model

Based on previous literature, this paper proposed a conceptual model about consumers' buying decision online. In this model, we suggest that consumers' buying decision is mainly influenced by one's perception of the value of the transaction, and the value of the transaction online is determined by consumers' evaluation of the transaction benefits they can get and the cost they should pay in the transaction online. Consumers' website skills act as a moderator between consumers' perception of transaction cost, transaction benefit and perceived value. Lastly, we discuss the implications of this conceptual model for research and sellers' practice.