2021
DOI: 10.3390/app11209671
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The Influence of Commodity Presentation Mode on Online Shopping Decision Preference Induced by the Serial Position Effect

Abstract: The information cluster that supports the final decision in a decision task is usually presented as a series of information. According to the serial position effect, the decision result is easily affected by the presentation order of the information. In this study, we seek to investigate how the presentation mode of commodities and the informativeness on a shopping website will influence online shopping decisions. To this end, we constructed two experiments via a virtual online shopping environment. The first … Show more

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