Differences and similarities between online and offline consumer purchase decision processes

Consumer purchase decisions in an e-commerce context is far from a straight line,
step-by-step process. In this assignment you are to reflect on how the consumer
purchase decision process looks like in an e-commerce context. Based on readings
of provided references you are to provide your thoughts on the topic.
Your reflection should include (but is not limited to) thoughts on:
• main differences and similarities between online and offline consumer purchase decision
processes,
• whether or not the traditional step-by-step funnel process is still valid or if it needs to be
rethought, and if so in what way,
• how e-commerce companies should approach customers during the purchase decision
process.
You are to use and refer to (but not limited to) the following references:
• Laudon and Traver, (2020), E-Commerce 2020–2021: Business, Technology and Society, Pearson
Intl, Chapter 6.1.
• Bhattacharyyaa and Boseb, (2020), S-commerce: Influence of Facebook likes on purchases and
recommendations on a linked e-commerce site, Decision Support Systems 138(2020).
• Court et al., (2009), The consumer decision journey, McKinsey Quarterly, June 2009.
• Burdett et al., (2013), The Future Shopper, Kantar Retail