Recent research has shown an interest in investigating consumer motivations that affect the online shopping behavior. It is yet to understand what factors influence online shopping decision process. The objective of this study is to provide an overview of online shopping decision process by...

Purpose – The purpose of this paper is to explore situational influences on customers' actual choice between self‐service and personal service and to examine the impact of past experiences on self‐service technology (SST) attitudes and behavior. Design/methodology/approach – A...