“Analyzing the Impact of Alternative and Criteria to Choice Overload with Applications of Web-Based Simulation of Comparison Shopping”
“Analyzing the Impact of Alternative and Criteria to Choice Overload with Applications of Web-Based Simulation of Comparison Shopping”
Author : RR. RIEKA F. HUTAMI; ADHI PRASETIO Published on : International Conference on Global Trends in Academic Research (GTAR-2014) (Global Illuminators - Bali Indonesia)
Abstract
“E-commere opens new opportunities in the way we trade, it has many advantages such as enabling consumers to select goods easily and almost no cost. Comparison shopping is a tools help us to get more information and options before we buy, but its has an effect called choice overload. Choice overload is a condition in which one’s choice would be less effective when the number of options that should be considered exceeded his limits in comparison. Therefore, this study aims to analyze the effectiveness of comparison shopping used by consumers to choice overload.
The study is conducted using experimental approach. The independent variables are the number of alternatives and the number of criteria, while the dependent variables are quality and time representing the concepts of choice overload. Primary data are obtained from the application of simulation-based comparison shopping web by putting the link on the site www.prothelon.com, so we can get 139 respondents randomly. Data are analyzed using statistics descriptive, multiple linear regression and binary logistic regression.
The results shows the more alternatives and criteria exist, the more difficult for respondents to choose the right item, and the longer time needed. while the variable of criteria does not affect the variable of quality (Y1). T- test shows that the variable of alternative (X1) and criteria (X2) do not contribute significantly to choice overload, and only the variable of alternative affects the variable of quality (Y1).
Keywords: Choice overload, Comparison Shopping Simulation, and E-commerce.”
