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

  •  Francine Vachon    


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.

This work is licensed under a Creative Commons Attribution 4.0 License.