Abstract
The information cluster that supports the final decision in a decision task is usually presented as a series of information. According to the serial position effect, the decision result is easily affected by the presentation order of the information. In this study, we seek to investigate how the presentation mode of commodities and the informativeness on a shopping website will influence online shopping decisions. To this end, we constructed two experiments via a virtual online shopping environment. The first experiment suggests that the serial position effect can induce human computer interaction decision-making bias, and user decision-making results in separate evaluation mode are more prone to the recency effect, whereas user decision-making results in joint evaluation mode are more prone to the primacy effect. The second experiment confirms the influence of explicit and implicit details of information on the decision bias of the human computer interaction caused by the serial position effect. The results of the research will be better applied to the design and development of shopping websites or further applied to the interactive design of complex information systems to alleviate user decision-making biases and induce users to make more rational decisions.
Highlights
Pedro Proença and Byung-Gyu KimWith the rapid development of computer technology and information technology, online shopping has long been integrated into people’s daily life, and it is one of the high-frequency decision-making tasks that cannot be avoided in life
A result the differences between the groups of different modes, it can be observed that the recency effect of the first two groups three groups of different modes, it can be observed that the recency effect of the first two was higher thethan primacy effect, and the preference of the primacy increased groups was than higher the primacy effect, and the preference of the gradually primacy gradually until
Except for “Z” browsing, which accounted for 49.7% of total behavior, other browsing to the information presentation order, and the experimental results presented three habits will disrupt the sequence presented by the designer and cause the uncontrollability regular user browsing paths; of the user’s receiving sequence
Summary
Pedro Proença and Byung-Gyu KimWith the rapid development of computer technology and information technology, online shopping has long been integrated into people’s daily life, and it is one of the high-frequency decision-making tasks that cannot be avoided in life. When a consumer searches for a product and makes a purchase decision, they need to browse 124 different product pages on average [1]. During any product browsing process, the user is bound to receive, compare and judge a large amount of product information. When users encounter products that are encountered continuously, their cognitive ability will gradually be consumed over time, and it is not easy to maintain the same treatment of information presented in different sequence positions. This phenomenon is called the serial position effect in the field of psychology. Erik Maier (2019) put forward three factors that affect the position effect of sequences in product evaluation, establishing the position of sequences as a structural driving factor for the sequence evaluation of different products in a category [3]
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