Modeling Online Consumer behaviors through Structural Equation Analysis

D’Avanzo & Kuflik, (2013) presented a study combining an E-Commerce literature survey, an E-Commerce websites' analysis, and a survey of online consumers opinions, pointing to a gap that exists between sellers' services and consumers’ expectations/choices. Empirical evidence suggests that this gap can be bridged turning to non-compensatory strategies (i.e. heuristics), implemented as web services on the E-Commerce websites. This work introduces a further analysis, based on Structural Equation Modeling (SEM), that is able to identify significant non-compensatory choice mechanisms among those emerged from previous experiments.