Interaction effects of consumers´ product class knowledge and agent search strategy on consumer decision making in electronic commerce

This paper investigates the interaction effects between the search strategy of software agents and consumers´ product class knowledge in the context of consumers seeking to purchase cars on the Internet. The research design used was a 2×4, between-groups, completely randomized, two-factor, factorial design. The independent variables that were manipulated were product class knowledge (HIGH KNOWLEDGE, LOW KNOWLEDGE) and agent search strategy [elimination by aspects (EBA STRATEGY), weighted average method (WAD STRATEGY), profile building (PROFILE STRATEGY), simple hypertext (HYPERTEXT STRATEGY)]. The dependent variables that were measured were satisfaction with the decision process (SATISFACTION), confidence in the decision (CONFIDENCE), trust in the agent´s recommendations (TRUST), propensity to purchase (PURCHASE), perceived cost savings (SAVINGS), and cognitive decision effort (EFFORT). Significant differences were found in the affective reactions of the subjects toward the agent/application depending on the level of product class knowledge possessed by the subjects. Subjects with high product class knowledge had more positive affective reactions toward agents/applications that used the WAD and EBA strategies as compared to the PROFILE strategy. Subjects with low product class knowledge had more positive affective reactions to agents/applications that used the PROFILE strategy as compared to the EBA and WAD strategies.