Important product features of mobile decision support systems for in-store purchase decisions: A user-perspective taking into account different purchase situations
Huschens M, Pfeiffer J, Pfeiffer T. Important product features of mobile decision support systems for in-store purchase decisions: A user-perspective taking into account different purchase situations. In: Proceedings of the MKWI. 2014.Since the widespread diffusion of mobile devices, like smartphones, mobile decision support systems (MDSS) that provide product information, recommendations or other kind of decision support for in-store purchases have gained momentum. A user-centered design of MDSS requires a choice of features appropriate for the specific decision situation. This paper presents results of a study to identify important features customers expect of an in-store MDSS for electronic devices in different purchase situations. The study has been conducted as online questionnaire applying a preference measurement technique from marketing science
