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This study attempts to identify the information-oriented shopping behavior of online consumers in electronic commerce environment. Rich information revealed on the Internet leads to the change of consumers' purchase decision-making processes. Findings from the consumer focus group interviews support that consumers do have tendency to perform search online before committing to any purchases. Also, it suggests a two-phased information search and evaluation model. In the proposed model, online shoppers tend to place more focus on different marketing mix elements in each phase. Most online shoppers evaluate the product in the first phase and compare prices in the second.
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