A Case Study on How Customers Use Online Decision Aid Tools
Electronic commerce makes it possible for merchants to provide all manners of products for their customers online. While customers enjoy immense product choice and convenience of online shopping, they must cope with the problem of information overload and being separate from the merchants and products. Online decision aid tools can help users screen products and confirm quality of products. To understand customers behavior with online aid tools in electronic commerce environment,this study employs laboratory study with a combination of interviewing and observing in an online book-store in China. The results show that online aid tools play an important role in process of online shopping decision making and product expertise of customer affects their choice of online aid tools in different decision stage observably. Customers with low product expertise prefer popular book list and customers with high product expertise prefer search tools when sproducts. Customer reviews and ratings are major information sources for all customers to decide whether or not to buy a product.
online shopping customer behavior decision aid tools customer review recommender agent
Xinming Hu Yuanbing Ding
School of Management,Huazhong University of Science and Technology,China College of Economics and Management,Wuhan Textile University,China
国际会议
The Tenth Wuhan International Conference on E-Business(第十届武汉电子商务国际会议)
成都
英文
108-113
2011-05-13（万方平台首次上网日期，不代表论文的发表时间）