The Paradoxical Nature of Electronic Decision Aids on Comparison-Shopping: The Experiments and Analysis
The Paradoxical Nature of Electronic Decision Aids on Comparison-Shopping: The Experiments and Analysis
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DOI：
10.4067/s0718-18762009000300008
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发表时间：
2009-12
期刊：
影响因子：
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通讯作者：
Yun Wan;Satya Menon;A. Ramaprasad
中科院分区：
文献类型：
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作者：
Yun Wan;Satya Menon;A. Ramaprasad
使用诸如比较购物代理之类的电子决策辅助工具的消费者可能会被他们所能获得的大量选择信息所淹没，导致无法选择或对最终选择不满意，这是一种“选择超载”状态。“设计了两个实验来测试选择过载假设。被试被要求完成八个不同大小的选择任务。通过观察决策质量、决策时间和决策信心，我们证实了我们的假设，即当比较矩阵超过一定大小（本研究中24个选择和每个选择10个属性）时，存在选择过载。然后，受试者被赋予不同的组合的决策工具（排序和短名单）和条件（刷新信息），以处理相同的选择任务的选择超载范围内从最初的实验。使用这两种决策工具出乎意料地需要更多的决策努力，并导致决策满意度低于只提供一种决策工具。我们相信这些发现与电子决策辅助工具的未来发展有关。在这个方向上需要进一步的研究，以扩大我们对电子决策辅助介导的环境中的决策的理解。
Consumers who use electronic decision aids such as comparison-shopping agents may be overwhelmed by the amount of choice information available to them, leading to an inability to choose or dissatisfaction with the ultimate choice, a state of "choice overload." Two experiments were designed to test the choice overload hypothesis. Eight choice tasks of different sizes were presented to subjects. By observing the decision quality, decision time, and decision confidence, we confirmed our hypothesis that choice overload exists when the comparison matrix exceeds a certain size (24 choices and 10 attributes for each choice in this research). Subjects were then given different combinations of decision-making tools (sorting and short-listing) and conditions (refreshing of information) to deal with the same choice task within the choice overload range obtained from the initial experiment. The use of both decision-making tools unexpectedly required more decision-making effort and resulted in less decision satisfaction than when only one decision-making tool was provided. We believe these findings are relevant to the future development of electronic decision aids. Further research is needed in this direction to extend our understanding of decision-making in electronic decision aids mediated environment.