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.
| la date de réponse | 24 juin 2019 |
|---|
| langue originale | Anglais |
|---|
| L'institution diplômante | |
|---|
| Superviseur | Pietro Zidda (Promoteur) |
|---|
"Help me choose the perfect wine": Impact of decision-support software on consumer behavior in the context of high-involvement purchases
Deventer, C. (Auteur). 24 juin 2019
Student thesis: Master types › Master en ingénieur de gestion à finalité spécialisée en data science