The number of sites visited generally depends on availability and price. Cheaper
commodity products like MP3 players and music CDs are widely available, and the buy decision is usually quick. Contrast that with a quality diamond ring or emerald necklace, a decision that requires much more research and care. At each site, shoppers typically load the same or similar items into the shopping cart as a convenient way to compare total costs, including those important shipping and handling charges. Shoppers then return to buy at the site that scores the highest in two general categories:
1. Price and Availability
Does the retailer have the exact product I want?
Is it the model/color/design I prefer?
How much does it cost to ship?
Is the total price lower/higher than from alternative retailers?
2. Safety and Trust
Do I trust this company?
Will they send me the product quickly – or at all?
Will they honor returns or warranty problems?
Do I feel more secure providing my credit card and personal information to this
site?
