According to previous studies of online consumer behaviour, three factors are the most influential on purchasing behavior -brand, colour and position of the product on the screen. However, a simultaneous influence of these three factors on the consumer decision making process has not been investigated previously. In this particular work we aim to execute a comprehensive study of the influence of these three factors. In order to answer our main research questions, we conducted an experiment with 96 different combinations of the three attributes, and using statistical analysis, such as conjoint analysis, t-test analysis and Kendall analysis we identified that the most influential factor to the online consumer decision making process is brand, the second most important attribute is the colour, which was estimated half as important as brand, and the least important attribute is the position on the screen. Additionally, we identified the main differences regarding consumers stated and revealed preferences regarding these three attributes.

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We study athletes' perceptions towards the transition to electronic judging systems. Using purposive sampling, we select an area of sports that is undergoing a somewhat disruptive change in the way athletes are evaluated: gymnastics. We draw on interviews conducted with gymnasts to probe their perceptions of electronic judging systems. We find that gymnasts are quite positive towards the implementation of these systems, although they expressed some uncertainties (i.e. how these systems influence the artistic side of gymnastics) and risks (i.e. technical problems) of the technology. The positive side of the transition to electronic judging systems mainly relates to the deficiencies of the human-based judging, it being vulnerable to biases, human error, human fatigue, judges' personal preferences, and inherent lack of explanation. Our informants expressed that electronic judging systems contain affordances that could efficiently mitigate the said challenges associated with human-based judging.

Motivated by recent controversy over biases associated with algorithmic decision-making, we embarked on studying various stakeholders' perceptions related to potential biases in verdicts from human-based and algorithm-based judging. In an empirical study conducted in the domain of gymnastics judging, we found that, while our informants viewed both human-and AI-based judging systems as being subject to biases (of different types), they were quite welcoming of a shift from human-based judging to machine-based judging. Our findings show that the athletes trusted strongly in unknown, "magic" capabilities of AI, thought to be more objective and impartial. This, in turn, encouraged potential acceptance of new technology. While the gymnasts saw AI-based systems in a positive light, judges demonstrated less favorable perceptions overall and less acceptance of AI technology, expressing concern about possible challenges of AI.