{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,24]],"date-time":"2026-02-24T17:25:43Z","timestamp":1771953943683,"version":"3.50.1"},"reference-count":123,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2018,8,23]],"date-time":"2018-08-23T00:00:00Z","timestamp":1534982400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JEIM"],"published-print":{"date-parts":[[2018,8,30]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Consumers have the multiple options to choose their products and services, which have a significant impact on the pattern of consumer decision making in digital market and further increases the challenges for the service providers to predict their buying pattern. In this sense, the purpose of this paper is to propose a structural hierarchy model for analyzing the changing pattern of consumer decision making in digital market by taking an Indian context.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>To accomplish the objectives, the research is conducted in two phases. An extensive literature review is performed in the first phase to list the factors related to the changing pattern of consumer decision making in digital market and then fuzzy Delphi method is applied to finalize the factors. In the second phase, fuzzy analytic hierarchy process (AHP) is employed to find the priority weights of finalized factors. The fuzzy set theory allows capturing the vagueness in the data.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The findings obtained in this study shows that consumers are much conscious about innovative and trendy products as well as brand and quality; therefore, the service providers must think about these two most important factors so that they can able to retain their consumer in their online portal.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>The analysis shows that \u201cinnovative and trendy\u201d is the first priority factor for the consumers followed by \u201cbrand and quality\u201d and \u201cfulfilment and time energy.\u201d The proposed model can help the marketers and service providers in predicting customers\u2019 preferences and their changing pattern efficiently under vague surroundings. The outcomes of this research work not only help the service provider to update their products and services according to consumers\u2019 needs but can also help them to increase profit and minimize their risk.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This work contributes to consumer research literature focusing on problem evaluation in the context of changing pattern of consumer decision making in digital era.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/jeim-01-2018-0003","type":"journal-article","created":{"date-parts":[[2018,8,23]],"date-time":"2018-08-23T08:48:41Z","timestamp":1535014121000},"page":"674-703","source":"Crossref","is-referenced-by-count":82,"title":["Predicting changing pattern: building model for consumer decision making in digital market"],"prefix":"10.1108","volume":"31","author":[{"given":"Anil","family":"Kumar","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sachin Kumar","family":"Mangla","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sunil","family":"Luthra","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Nripendra P.","family":"Rana","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yogesh K.","family":"Dwivedi","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2018,8,23]]},"reference":[{"issue":"1","key":"key2021041507572817400_ref001","doi-asserted-by":"crossref","first-page":"30","DOI":"10.1108\/17410391111097410","article-title":"Social influence, voluntariness, experience and the internet acceptance: an extension of technology acceptance model within a south-Asian country context","volume":"24","year":"2011","journal-title":"Journal of Enterprise Information Management"},{"issue":"4","key":"key2021041507572817400_ref002","doi-asserted-by":"crossref","first-page":"623","DOI":"10.1016\/j.eswa.2004.12.039","article-title":"A fuzzy logic-based system for assessing the level of business-to-consumer (B2C) trust in electronic commerce","volume":"28","year":"2005","journal-title":"Expert Systems with Applications"},{"issue":"2","key":"key2021041507572817400_ref003","doi-asserted-by":"crossref","first-page":"173","DOI":"10.1007\/s12525-016-0219-0","article-title":"Big data analytics in E-commerce: a systematic review and agenda for future research","volume":"26","year":"2016","journal-title":"Electronic Markets"},{"issue":"2","key":"key2021041507572817400_ref004","doi-asserted-by":"crossref","first-page":"127","DOI":"10.1362\/147539215X14373846805743","article-title":"An old model for a new age: consumer decision making in participatory digital culture","volume":"14","year":"2015","journal-title":"Journal of Customer Behaviour"},{"issue":"4","key":"key2021041507572817400_ref005","doi-asserted-by":"crossref","first-page":"292","DOI":"10.1016\/j.jcps.2008.09.007","article-title":"Aligning benefits with payments: a test of the pattern alignment hypothesis","volume":"18","year":"2008","journal-title":"Journal of Consumer Psychology"},{"issue":"5","key":"key2021041507572817400_ref006","doi-asserted-by":"crossref","first-page":"978","DOI":"10.1016\/j.jbusres.2014.09.035","article-title":"Online brand community engagement: scale development and validation","volume":"68","year":"2015","journal-title":"Journal of Business Research"},{"key":"key2021041507572817400_ref007","doi-asserted-by":"crossref","first-page":"134","DOI":"10.1016\/j.jeem.2017.10.008","article-title":"Cleaner firms or cleaner products? 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