Decision Making in Online Shopping Environment: The Effect of Interactive Shopbot on Decision Quality
|關鍵字:||電子商務;資訊超載;互動式;線上購物;決策品質;Shopbot;Electronic Commerce;Information Overload;Interactive;Online Shopping;Decision Quality;Shopbot|
Shopbot is the new decision-aid tool for electronic commerce. It helps online buyers to search interesting products and compare product attributes from hundreds of e-retailers. However, with too many alternatives in online shopping environment, consumer might get confused when using shopbot for online shopping; therefore, in this article we will discuss whether consumer would get "information overload" effect when received too many alternatives. On the other hand the main purpose of this article is to examine the effect of interactive shopbot on consumer decision making. We find that interactive format of shopbot will lead more satisfaction, improve decision quality, and reduce information overload effect under a difficult decision environment (high information load).