The InterActive Choice Aid: A new approach to supporting online consumer decision making
Details
State: Public
Version: Final published version
Serval ID
serval:BIB_B661C9E24AF6
Type
Article: article from journal or magazin.
Collection
Publications
Institution
Title
The InterActive Choice Aid: A new approach to supporting online consumer decision making
Journal
AIS Transactions on Human-Computer Interaction
ISSN
1944-3900
Publication state
Published
Issued date
2010
Peer-reviewed
Oui
Volume
2
Number
4
Pages
112-126
Language
english
Abstract
Interactive Choice Aid (ICA) is a decision aid, introduced in this paper, that systematically assists consumers with online purchase decisions. ICA integrates aspects from prescriptive decision theory, insights from descriptive decision research, and practical considerations; thereby combining pre-existing best practices with novel features. Instead of imposing an objectively ideal but unnatural decision procedure on the user, ICA assists the natural process of human decision-making by providing explicit support for the execution of the user's decision strategies. The application contains an innovative feature for in-depth comparisons of alternatives through which users' importance ratings are elicited interactively and in a playful way. The usability and general acceptance of the choice aid was studied; results show that ICA is a promising contribution and provides insights that may further improve its usability.
Keywords
consumer decision-making, decision aids, online marketing, preferential choice, e-commerce
Create date
24/09/2010 11:08
Last modification date
20/08/2019 16:24