Journal Title

Journal of Applied Business and Economics

Publication Date



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

Publication Information

Journal of Applied Business and Economics, 2014, Volume 16, Issue 1, 74-83.

© Education and Novel Technology Research Association

Archived version is the final published version.



Document Type

Journal Article