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Electronic decision aids: Integration of a consumer perspective

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Abstract

Merchants and manufacturers are rapidly adopting electronic decision aids to help sell a variety of merchandise. These systems provide product information or recommendations based on input from the consumer and affect the way consumers process information. A conceptual framework, based on information processing theory and three strategic consumer difference variables — goal orientation, autonomy, and expertise — is presented. Based on these differences, propositions are derived to guide design of effective electronic decision aids.

Zusammenfassung

Elektronische Entscheidungshilfen: Die Miteinbeziehung der Perspektive des Verbrauchers Händler un Hersteller verwenden in wachsendem Ma\e elektronische Entscheidungshilfen beim Verkauf einer Vielzahl von Waren. Solche Hilfen stellen Produktinformation bereit und liefern Empfehlungen auch aufgrund solcher Dateneingaben, die von der Verbraucherseite kommen, und sie beeinflussen die Art und Weise, wie die Konsumenten Information verarbeiten. Der Beitrag liefert einen begrifflichen Rahmen, der auf der Theorie der Informationsverarbeitung und auf drei Konsumentenvariablen — Zielorientierung, Autonomie und Kompetenz — aufbaut. Auf dieser Grundlage werden Vorschläge für die Gestaltung wirksamer elektronischer Entscheidungshilfen abgeleitet.

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Authors and Affiliations

  1. Department of Marketing, Southern Illinois University at Carbondale, 62901-4629, Carbondale, IL

    Maryon F. King (Assistant Professor of Marketing)

  2. Bradley University, 61625, Peoria, IL, USA

    Donna J. Hill (Assistant Professor of Marketing)

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  1. Maryon F. King
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King, M.F., Hill, D.J. Electronic decision aids: Integration of a consumer perspective. J Consum Policy 17, 181–206 (1994). https://doi.org/10.1007/BF01016362

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