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E-Commerce Websites Services Versus Buyers Expectations: An Empirical Analysis Of The Online Marketplace

Author

Listed:
  • ERNESTO D'AVANZO

    (Department of Political, Social and Communication Sciences, The University of Salerno, via Ponte don Melillo, Fisciano (SA), 84084, Italy)

  • TSVI KUFLIK

    (Information Systems Department, The University of Haifa, Mount Carmel, Haifa, 31905, Israel)

Abstract

With the growth of online shopping, the buyers are faced withinformationandcognitive overload, entailing worse buyers' decisions. Various decision aids, more and more implemented asweb services, aim at reducing this overload. Often they implementcompensatory strategiesthat enable desirable and undesirable values of a product attribute to compensate each other. However, increasing the number of options beyond a handful can lead to poor choices, decreasing satisfaction (i.e.,paradox of choice). In such a situation, that involves uncertainty, people relies more onheuristicsthan rationality to arrive at decisions and purchases. Heuristics, ornoncompensatory strategies, do not consider a buyer's preference for multiple attributes, such as thesatisficingheuristic that compares each attribute value with a predetermined cut-off level, rejecting alternatives that do not meet it. This paper presents a study combining an E-Commerce literature survey, an E-Commerce websites' analysis, and a survey of online buyers opinions. It is pointing to a gap that exists between sellers' services and buyers' expectations. Empirical evidence suggests that it can be bridged turning tononcompensatorystrategies implemented as web services.

Suggested Citation

  • Ernesto D'Avanzo & Tsvi Kuflik, 2013. "E-Commerce Websites Services Versus Buyers Expectations: An Empirical Analysis Of The Online Marketplace," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 12(04), pages 651-677.
    • Handle: RePEc:wsi:ijitdm:v:12:y:2013:i:04:n:s0219622013500247
    DOI: 10.1142/S0219622013500247
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    Cited by:

    1. Bernd W. Wirtz & Oliver Tuna Kurtz, 2016. "Local e-government and user satisfaction with city portals – the citizens’ service preference perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 265-287, October.
    2. Chang-Gyu Yang & Silvana Trimi & Sang-Gun Lee & Joon-Sun Yang, 2017. "A Survival Analysis of Business Insolvency in ICT and Automobile Industries," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1523-1548, November.

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