Abstract
Decision support systems assist people in making a decision or choosing a course of action in a nonroutine situation that requires judgment (Häubl and Trifts 2000; Kasper 1996). In online webstores, vendors can easily offer highly interactive types of decision support. These co-called interactive decision aids (IDA) “help consumers in making informed purchase decisions amidst the vast availability of online product offerings” (Wang and Benbasat 2009, p. 3). However, the application of IDA is not restricted to purchase decisions. They are general enough to be of use in any kind of choice task where alternatives are known.
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Notes
- 1.
The product advisor was not part of the sample (see Fig. 5.1).
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- 4.
This study was conducted in January 2009 together with René Riedl (University Linz).
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FILTER and SORT were mainly available for the screening phase.
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Attribute levels are presented on a ten point rating scale where the attribute level 1 represents the lowest attribute value of 1 and level 10 a value of 10. Hence, the authors make the simplifying and unrealistic assumption that attribute levels are equal to attribute values (see Sect. 2.1).
- 7.
MD: median, SD: standard deviation.
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© 2012 Springer-Verlag Berlin Heidelberg
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Pfeiffer, J. (2012). Interactive Decision Aids. In: Interactive Decision Aids in E-Commerce. Contributions to Management Science. Physica-Verlag HD. https://doi.org/10.1007/978-3-7908-2769-9_5
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DOI: https://doi.org/10.1007/978-3-7908-2769-9_5
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