Journal of Applied Business and Economics
Given the explosive growth of products available on the Web, providing decision support features to consumers has become an important area of concern for both researchers and practitioners. When encountered with products with multiple attributes, consumers have been shown to use compensatory and non-compensatory decision strategies. This paper investigates the support provided by the top-100 U.S. retail websites for consumers’ execution of these strategies. The results show that while overwhelming support is provided for consumers’ execution of non-compensatory decision strategies, no such support exists for implementing compensatory strategies.
Consumer Behavior; Electronic Commerce; Decision support systems; Market Research; Statistical Analysis; Web Sites
Citation: Pilot Scholars Version (Modified MLA Style)
Gudigantala, Naveen, "A Study of the Compensatory and Non-Compensatory Decision Support on the Top - 100 U.S. E-Commerce Websites" (2014). Business Faculty Publications and Presentations. Paper 15.