Users’ role in the purchase: their influence, satisfaction and desire to participate in the next purchase

Buying center literature assumes that users are part of the purchase process. This study examines that assumption by exploring the role of the user in the purchase. Because purchases are made within the context of the history of previous purchases, understanding process satisfaction may be as important as satisfaction with the product. Therefore, this study also examines user satisfaction with the product and purchase process. Findings indicate that not all users participate, and those who do achieve little individual influence. Collectively, though, users are important in the early stages of the decision. There was, however, no differences in satisfaction between users and non‐users with either process or product. Implications include focusing on users to get decision processes started.