E-COMMERCE WEBSITES SERVICES VERSUS BUYERS EXPECTATIONS: AN EMPIRICAL ANALYSIS OF THE ONLINE MARKETPLACE

Ernesto D'Avanzo () and Tsvi Kuflik ()
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Ernesto D'Avanzo: Department of Political, Social and Communication Sciences, The University of Salerno, via Ponte don Melillo, Fisciano (SA), 84084, Italy
Tsvi Kuflik: Information Systems Department, The University of Haifa, Mount Carmel, Haifa, 31905, Israel

International Journal of Information Technology & Decision Making (IJITDM), 2013, vol. 12, issue 04, 651-677

Abstract: With the growth of online shopping, the buyers are faced withinformationandcognitive overload, entailing worse buyers' decisions. Various decision aids, more and more implemented asweb services, aim at reducing this overload. Often they implementcompensatory strategiesthat enable desirable and undesirable values of a product attribute to compensate each other. However, increasing the number of options beyond a handful can lead to poor choices, decreasing satisfaction (i.e.,paradox of choice). In such a situation, that involves uncertainty, people relies more onheuristicsthan rationality to arrive at decisions and purchases. Heuristics, ornoncompensatory strategies, do not consider a buyer's preference for multiple attributes, such as thesatisficingheuristic that compares each attribute value with a predetermined cut-off level, rejecting alternatives that do not meet it. This paper presents a study combining an E-Commerce literature survey, an E-Commerce websites' analysis, and a survey of online buyers opinions. It is pointing to a gap that exists between sellers' services and buyers' expectations. Empirical evidence suggests that it can be bridged turning tononcompensatorystrategies implemented as web services.

Keywords: Noncompensatory strategies; decision strategies; heuristics; satisficing; E-commerce websites analysis; E-commerce services; web recommender and decision support systems (search for similar items in EconPapers)
Date: 2013
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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DOI: 10.1142/S0219622013500247

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