The mobile decision maker

During the mid to late 1990s, shaping diffusion of B2B e-commerce was a key priority for governments and business associations. Viewing e-commerce as the key to continuous economic growth and a vehicle for transformation to the digital economy, national action plans were formulated to accelerate the standard development and adoption of e-commerce. This chapter argues that the Danish EDI Action Plan from 1996 cemented structural problems for the ongoing adoption and diffusion of newer B2B technologies due to a discrepancy between goals and actions, imbalanced partner allocation in standard development and an overwhelming focus on the public sector despite ambitions to fuel the overall business adoption of B2B e-commerce.

Introduction: Mobile decision makers with an AC decision aid will reach a better quality consideration set than unaided individuals.Quality of the consideration set can be measured objectively (for the procedure, see below), but how does the user subjectively evaluate the decision he or she finally makes? Would this differ between aided and unaided individuals? Our hypothesis here is that users would have more confidence in their final decision if the mobile device aided them. The argument is that the shopping service will strengthen and reinforce their attitude towards a specific alternative. Also, the service may evoke feelings of reassurance in that it will consistently recommend a product based on the user’s preferences. Both attitude reinforcement and reassurance will contribute to an increase in confidence in the final decision.

Author: van der, Hans Heijden,Lotte Sangstad Sørensen

Source: Copenhagen Business School

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The mobile decision maker