An empirical study of user decision making behavior in e-commerce

Abstract

The large number of customer reviews and inconsistent writing style make it difficult for users to digest information and make online purchasing decisions. In light of human decision making theory, an in-depth understanding of user decision making behaviors serves as the foundation of effective information displays. In this paper, we conduct a formative study to empirically investigate user decision making behaviors in online hotel booking, in particular, with respect to customer reviews. Through analysis of the results, we identify the information decision makers are inclined to seek and the decision strategies they utilize to process information in three stages of online purchasing.