Enabling e-transactions with multi-attribute preference models |
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| Authors: | John C. Butler James S. Dyer Jianmin Jia Kerem Tomak |
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| Affiliation: | 1. Department of Accounting and MIS, Fisher College of Business, The Ohio State University, Columbus, OH 43210, United States;2. Department of Management Science and Information Systems, The Graduate School of Business, University of Texas at Austin, Austin, TX 78712, United States;3. Department of Marketing, Faculty of Business Administration, The Chinese University of Hong Kong, Shatin, NT, Hong Kong;4. Yahoo! Inc., Search and Marketplace Division, 2811 Mission College, Santa Clara, CA 95054, United States |
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| Abstract: | This paper describes potential applications of multi-attribute preference models (MAPM) in e-commerce and offers some guidelines for their implementation. MAPM are methodologies for modeling complex preferences that depend on more than one attribute or criterion, and include multi-attribute utility theory, conjoint analysis, and the Analytic Hierarchy Process. There are numerous examples of applications in e-commerce that would benefit from the acquisition of information regarding the preferences of a consumer, a customer, an advice seeker, or a decision maker. Here, the focus is on applications of MAPM models in B2C and B2B websites, where preferences of consumers are assessed for the purpose of identifying products or services that closely match their needs. |
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| Keywords: | Multi-criteria analysis Decision analysis |
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