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.

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