網路購物環境下的決策行為：互動式Shopbot對決策品質的影響

Abstract

Shopbot是協助消費者線上購物的一種新的搜尋系統，然而隨著現今購物環境的日漸複雜，過多的產品資訊與選擇，仍容易使消費者產生所謂「資訊超載」的現象，而本篇文章利用實驗設計的方式，以Shopbot的購物介面為基礎，引入互動式的購物機制，來探討當消費者面對資訊超載的現象時，互動式的購物系統是否能夠幫助消費者提高決策品質。

Shopbot is the new decision-aid tool for electronic commerce. It helps online buyers to search interesting products and compare product attributes from hundreds of e-retailers. However, with too many alternatives in online shopping environment, consumer might get confused when using shopbot for online shopping; therefore, in this article we will discuss whether consumer would get "information overload" effect when received too many alternatives. On the other hand the main purpose of this article is to examine the effect of interactive shopbot on consumer decision making. We find that interactive format of shopbot will lead more satisfaction, improve decision quality, and reduce information overload effect under a difficult decision environment (high information load).