Can Online Decision Aids Support Non-Cognitive Web Shopping Approaches?

Abstract

This article investigates two research questions concerning web shopping tools. The first asks how online decision aids can support a consumer's non-cognitive decision processes. The second asks how these tools support non-cognitive online shopping for products of different categories. To answer these questions, the author conducted a thorough literature review in the fields of management information systems, e-commerce and consumer behaviour. The results show that e-shoppers may adopt several non-cognitive decision-making approaches. Not one tool is sufficient to support all of these, but web stores should offer a selection of decision aids to satisfy their customers' needs. These tools need to be adapted as well to the categories of products offered in each web store.

Sensory Branding: A Pilot Study of the Effect of Sensory Value on Branding in Electronic Word of Mouth (eWOM)

“…These corrections may be influenced by subjectivity, especially in cases of limited brand experience. Without experience it is more difficult for a customer to form a view, and in this instance they may seek the opinion of others (Harden & Heyman, 2009, p. 98;Lepkowska-White, 2013;Vachon, 2011).…”

“…Utilitarian products perform instrumental or informational functions whereas hedonic products are transformational and may elicit sensory stimulation, emotions, fantasy's and pleasure (Vachon, 2011;Verhagen et al 2010, p. 142;Wu & Wang, 2011). This distinction between characteristics is important because hedonic products are evaluated holistically, the result of emotional connections whereas utilitarian products rely on rational information (Verhagen et al 2010, p. 143).…”

“…Word of mouth (WOM), is well recognised as a powerful form of recommendation by individuals (Harden & Heyman, 2009, p. 98;Lepkowska-White, 2013;Vachon, 2011). 92% of customers trust WOM, and 70% trust user generated-content, more than any other form of advertising, social media or email marketing (Guzman & Iglesias, 2012, p. 388).…”

“…Customers use social media to express brand preference, with recent studies highlighting the momentum of increased use of electronic word of mouth (eWOM) directly relating to customer loyalty, brand reputation and attachment (Chiou, Hsu & Hsieh, 2013;Vachon, 2011;Wu & Wang, 2011).…”

“…Whilst it is possible to see and hear things online, there is limited opportunity for a customer to interact with products, feel weight or experience tactile aspects. Vachon (2011) contends that taste, smell and touch cannot be experienced virtually and Yohn (2013) argues that firms need to enrich sensory experience, but the web does not allow users to taste or smell products (p. 128).…”