MOBILE DECISION SUPPORT FOR INSTORE PURCHASE DECISION Outline

MOBILE DECISION SUPPORT FOR INSTORE PURCHASE DECISION 授課教授: 林娟娟 組員: 管理資訊系統 吳欲致 許耀坤

Outline Abstract Introduction Theoretical background Method Results Discussion

Introduction Trend Increased computing power Increased more widespread adoption of mobile devices Increased possibilities of the products themselves to reveal product description data over wireless network Challenge Small screen Large decision matrix

Theoretical background Consideration set Product attractiveness cue Hypotheses 1 The availability of the product attractiveness cue has a positive influence on the quality of the consideration set. Hypotheses 2 A larger number of product alternatives positively moderates the influence of the product attractiveness cue on consideration set quality.

Research model

Method Participants Context System Procedure

Method-Participants 48 male, 38 female, mean age=22. 1 years, S. D. =2. 95

Method-Context Where Store containing digital cameras How Mobile device retrieve data about the digital camera from the barcode

Method-System The mobile device used was an i. Paq H 3850 Personal Digital Assistant (Hewlett Packard) with an SPS 3000 barcode jacket (Symbol).

Method-Procedure Volunteer How to use Filled out pre-experiment survey During experiment Put down on the consideration set table were recorded Result Decision making time = 7. 02 min(S. D. =3. 2 min)

Results

Discussion Increased the number of superior alternatives but did not increase or decrease the number of inferior alternatives Another method to display attractiveness cue Color Sound Etc.

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