TY - JOUR
T1 - How well do e-commerce web sites support compensatory and non-compensatory decision strategies? An exploratory study
AU - Gudigantala, Naveen
AU - Song, Jaeki
AU - Jones, Donald R.
PY - 2008
Y1 - 2008
N2 - 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.
AB - 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.
KW - Decision strategies
KW - Decision technology
KW - Electronic product recommendation agents
KW - Recommendation systems
KW - Web-based decision support systems
UR - http://www.scopus.com/inward/record.url?scp=49249137404&partnerID=8YFLogxK
U2 - 10.4018/jebr.2008100104
DO - 10.4018/jebr.2008100104
M3 - Article
AN - SCOPUS:49249137404
VL - 4
SP - 43
EP - 57
JO - International Journal of e-Business Research
JF - International Journal of e-Business Research
SN - 1548-1131
IS - 4
ER -