Consumer decision making in online shopping environments: The effects of interactive decision aids
Haubl and Trifts describe online shopping as a two-stage process of screening many products and then comparing a shortlist in depth. In a controlled experiment in a simulated online store they tested a recommendation agent that screens by stated attribute preferences and a comparison matrix for side-by-side comparison. The agent reduced search effort and consideration set size while raising consideration set quality and purchase decision quality. The matrix also reduced set size, raised its quality and had favourable effects on some decision quality measures. Marketing Science 19(1), 4-21, 2000; authors Gerald Haubl and Valerie Trifts.
Haubl and Trifts describe online shopping as a two-stage process of screening many products and then comparing a shortlist in depth. In a controlled experiment in a simulated online store they tested a recommendation agent that screens by stated attribute preferences and a comparison matrix for side-by-side comparison. The agent reduced search effort and consideration set size while raising consideration set quality and purchase decision quality. The matrix also reduced set size, raised its quality and had favourable effects on some decision quality measures. Marketing Science 19(1), 4-21, 2000; authors Gerald Haubl and Valerie Trifts.
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Häubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4-21. doi:10.1287/mksc.19.1.4.15178 https://doi.org/10.1287/mksc.19.1.4.15178