文章基本信息

标题：The Interactive Choice Aid: A New Approach to Supporting Online Consumer Decision Making
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作者：Reisen, Nils ; Hoffrage, Ulrich
期刊名称：AIS Transactions on Human-Computer Interaction
印刷版ISSN：1944-3900
出版年度：2010
卷号：2
期号：4
页码：112-126
出版社：Association for Information Systems
摘要：Interactive Choice Aid (ICA) is a decision aid, introduced in this paper, that systematically assists consumers with online purchase decisions. ICA integrates aspects from prescriptive decision theory, insights from descriptive decision research, and practical considerations; thereby combining pre-existing best practices with novel features. Instead of imposing an objectively ideal but unnatural decision procedure on the user, ICA assists the natural process of human decision-making by providing explicit support for the execution of the user’s decision strategies. The application contains an innovative feature for in-depth comparisons of alternatives through which users’ importance ratings are elicited interactively and in a playful way. The usability and general acceptance of the choice aid was studied; results show that ICA is a promising contribution and provides insights that may further improve its usability.
关键词：consumer decision-making; decision aids; online marketing; preferential choice; e-commerce