An Empirical Study of User Decision Making Behavior in E-Commerce

  • Dongning YanEmail author
  • Li Chen
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9191)


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.


Customer review E-commerce Human decision making User study 


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Design DepartmentPolitecnico Di MilanoMilanoItaly
  2. 2.Computer Science DepartmentHong Kong Baptist UniversityKowloon TongHong Kong

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