earning about Consumer behavior online A Model of Consumer behavior Online The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision Independent (or uncontrollable)variables Intervening or moderating variables · Dependent variab/es Roles people play in the decision-making process Initiator Influencer Decider Buyer User Electronic Commerc Prentice Hall 2006Electronic Commerce Prentice Hall © 2006 4 Learning about Consumer Behavior Online • A Model of Consumer Behavior Online – The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision • Independent (or uncontrollable) variables • Intervening or moderating variables • Dependent variables • Roles people play in the decision-making process: – Initiator – Influencer – Decider – Buyer – User