The last large purchase that I made on the internet was when I had my computer built through a computer building site called ibuypower. Over the course of a few weeks I compiled general information in regards to chip sets, RAM, and graphics capabilities. The computer I was looking for needed to be optimized to play highly graphical games; therefore, it was paramount that I had powerful specifications. I spent about a day on each component doing exhausting research to determine the best fit for my needs, as well as, my wallet. I would peruse several different review sites and come up with a comprehensive overview of each component. Once I made a decision the site allowed me to save changes to my build. Over the course of a couple weeks I was constantly going in and updating the requirements as I researched reviews and product information.
In this decision facts played a much larger role than emotion. The prerequisites were simply that the computer was made with quality and performed the necessary functions of playing graphical video games. The only real emotions I can think of were the fact that it was really upsetting to play games on my current computer because it would crash or not perform well causing me to get my ass kicked due to old hardware.
All factors of sales complexity played a role in my purchasing decision. First, the need was certainly there because my old computer would make me a handicapped player on the battlefield. Therefore, it was extremely necessary to upgrade my system so that I could actually play games in the fashion they were designed. Conversely, there was a huge amount of risk from initiation, delivery, and end user support. Buying a personalized computer strictly online garners huge risk and irritation if the product is not what is expected. Knowledge is certainly an important dimension of the sales complexity because the amount of knowledge that I had to gain (scientific information and product information) was extremely large. Furthermore, I wanted different knowledge from first-hand users of said components; therefore, I not only had to read one set of reviews, but I also would compare them to another set of reviews to determine certain correlations. If I found one site had all good reviews, yet on another site many bad reviews, I would look into a different brand or component. Finally, consensus was searching for relevant and useful feedback from first-hand users of different graphics cards and chipsets. I would certainly value user’s feedback who could confirm they bought the product and I would omit other reviews that could be company generated or didn’t show an actual purchase of the component I was reviewing. Consensus and knowledge raised my confidence to purchase a personalized computer strictly online.
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