An investment decision-making process model of online investors

This study identifies the critical factors involved in each stage of the online investor's decision-making process model developed by Kotler and Armstrong. ¹⁸ This study relates to online investor's investment in funds. As is well known, the investor decision-making process model consists of five stages: (i) target recognition, (ii) information search, (iii) alternatives evaluation, (iv) purchase decision, and (v) post-purchase decision. Additionally, on the basis of the concepts of the buyer-decision process model and the means-end chain, this study proposes a novel model, the investment decision-making process of investor (IDMPI), to understand e-investor's Internet investment habits and behavioral intentions toward particular financial commodity. The findings of the investment decision-making process of investor model can help security firms understand online investor's investment preferences and habits and develop effective Internet marketing strategies and financial commodities.