The Effects of Electronic Decision Aids on Consumers’ Cue Utilization in Product Evaluations
نویسندگان
چکیده
One of the important aspects of online shopping is the availability of electronic decision aids (EDAs). The use of these increasingly pervasive shopping tools may affect key relationships underlying consumers’ search and processing with respect to product related information. The primary objective of this research is to investigate the effects of electronic decision aids on consumers’ product evaluations. Overall, this research demonstrates that EDAs that enable attribute-based sorting and comparison of products can significantly influence the effects extrinsic and intrinsic cues have on consumers’ purchase decisions (e.g., quality judgments).
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