"Help me choose the perfect wine"
: Impact of decision-support software on consumer behavior in the context of high-involvement purchases

  • Claire Deventer

Student thesis: Master typesMaster in Business Engineering Professional focus in Data Science


In an increasingly digital world, decision-support software such as sales configurator and knowledge-based recommender systems seem to be a good solution to help consumers with their high-involvement purchase decision. However, few researches tried to establish a comprehensive framework that predicts the impact of the use of such software on consumer shopping behavior such as purchase of the recommended product, store patronage and positive word-of-mouth about the store. By combining field observation and a literature review, this master’s thesis proposes a first theoretical framework and tests part of it thanks to an empirical study in the wine product category. The results indicate highly positive business impacts but only under certain conditions.
Date of Award24 Jun 2019
Original languageEnglish
Awarding Institution
  • University of Namur
SupervisorPietro ZIDDA (Supervisor)


  • recommender systems
  • sales configurators
  • consumer behavior
  • high involvement purchases
  • business value of recommender systems
  • wine purchase

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