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This paper provides an empirical typology of online decision-making purchasing behaviour.

The version in the Kent Academic Repository may differ from the final published version. Users are advised to check http://kar.kent.ac.uk for the status of the paper. Users should always cite the published version of record.

This study investigates differences in online purchase behaviour between consumer archetypes. It shows how consumers' decision-making styles and product knowledge define distinct archetypal behaviour that shapes online purchase processes and affects decisionrelated outcomes: satisfaction with choice; and satisfaction with process. The first study proposes a new modelling approach that creates an accurate representation of decisionmaking behaviour. Using this method, a clear structure that underlies seemingly chaotic purchase processes is identified. This structure offers an analytical tool capable of capturing behavioural differences between archetypes. The results show that decision-making style and product knowledge affect the structure and complexity of decision-making processes. The second study found that consumers with higher product knowledge are more satisfied with decision-making process and that this relationship is mediated by the duration of decisionmaking. Maximizers are more satisfied with their choice than satisficers, and this relationship is mediated by the number of alternatives that are evaluated.

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