MobileCDP: a mobile framework for the consumer decision process

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2015
Özarslan, Süleyman
Cognitive limitations of consumers decrease decision quality, and increase time spent as well as costs related to shopping. A widely accepted model covering consumer activities is the consumer decision process, which highlights five interrelated stages: problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. Mobile information systems bring in significant capabilities for helping consumers deal with the challenges associated with all these stages. However, existing studies in the literature are limited in terms of quantity and functionality, and mostly restricted to the individual stages of the consumer decision process instead of the whole process. Accordingly, they have limited benefits for consumers. Since the stages are interrelated and the data collected in one stage are also valuable for another, we propose a mobile framework designed to provide assistance in all the stages of the Consumer Decision Process, named MobileCDP. It incorporates facilitating components corresponding to each stage as well as unifying components appearing across all stages. Quality and amount of the information are also important for making more accurate decisions, and some information cannot be gathered without participation of the consumers, such as information about grocery products. Consequently, we use participatory sensing approach to empower our framework. A prototype is also implemented and evaluated to show the applicability of the framework. The data collected in the experiments show that the functions provided by the prototype are useful, well integrated, and easy to use. Moreover, statistical analysis of the results indicates that the prototype reduces time, costs, and cognitive effort of the user.

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Citation Formats
S. Özarslan, “MobileCDP: a mobile framework for the consumer decision process,” Ph.D. - Doctoral Program, Middle East Technical University, 2015.