How well do e-commerce web sites support compensatory and non-compensatory decision strategies? An exploratory study

Naveen Gudigantala, Jaeki Song, Donald R. Jones

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

The burgeoning growth of online retailing is forcing businesses to provide better support for consumer decision making on e-commerce Web sites. Consequently, researchers in information systems and marketing have been focusing on investigating the effectiveness of Web-based decision support systems (WebDSS) in providing accurate and satisfying choices for customers. We consider WebDSS implementation based on compensatory, non-compensatory decision strategies and synthesize the existing literature. The results of synthesis show that compensatory WebDSS perform better than non-compensatory WebDSS in terms of decision quality, satisfaction, effort, and confidence. We then investigate the level of Web site support provided for consumers'execution of compensatory and non-compensatory strategies. We examined 375 U.S.-based company Web sites and found that though moderate levels of support exists for consumers to implement non-compensatory choice strategies, virtually no support exists for executing multi-attribute-based compensatory choice strategies.

Original languageEnglish
Pages (from-to)43-57
Number of pages15
JournalInternational Journal of e-Business Research
Volume4
Issue number4
DOIs
StatePublished - 2008

Keywords

  • Decision strategies
  • Decision technology
  • Electronic product recommendation agents
  • Recommendation systems
  • Web-based decision support systems

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