- Recognition of a need: the consumer recognizes a need and formulates it, which turns on the decision-making process. Alternatively, the consumer will be affected through friends, acquaintances, the media or some undirected browsing the Internet where he will be atracetd by a ecommerce supplier. At this time the same process will be turned on.
- Information Search: Internal sources of information are about past experiences with internet stores, external information sources are search engines, online advertising and its recommendations and reviews of other users. Access to information to such as on rating platforms is also for users with little experience pretty straightforward accessible and usable. Only the dependability of the information could be questioned. In this phase, the user can be characterized as an information seeker or people interested specifically. Since the consumer is aware of his stage and his shopping occasion, he starts searching for other online shops that might be suitable for its purposes as well or even more effective.
- Evaluation of Alternatives: Based on personal evaluation criteria, the information gathered and requirements as to designs are evaluated in this phase. If the consumer gets in doubt when he is shopping online on his PC, it is easily and quickly to make a fallback to Phase 2, which is definitely to be regarded as an advantage for the Internet. This can be taken as an example of price search engines.
- Selection / Purchase: Using the previous assessment, the consumer chooses at this stage the preferred online shop. Positive impact for a selection can be low prices, free shipping and a good usability.
- Purchase phase: the consumer evaluates its decision later, the result is satisfaction or dissatisfaction with the product. This happens for themselves cognitively or expressive when the consumer becomes an producer and publish assesment on the Internet. The experiences are compared with the expectations. For example if the shop has convinced to a spontaneous purchase, this experience is positively evaluated and therefore plays an additional role in purchasing decisions and also will prodice a positive assesment. In addition, the consumer may have issued the pros and cons of shop on rating platform or in discussion forums.
Although the two models presented the decision making process of consumers adequate and clear ideally. Apart from the possible feedback loops in each phase is to be noted that the phases in this form only processes in extended search and evaluation processes before and after the decision take place and depending on other relationships like product category, personal characteristics, the shop itself and the properties of different situational factors. But as noted before on the subject information need there can be phases skipped or repeated to get the final decision.