The identification of decision constructs in online transactional processes

Abstract

From prior research, the authors found that certain design features amongst some online retailers were atypical of ‘good’ design elsewhere. It was apparent the transactional process was being used to present consumers with optional extras (and other decisions) that not only slowed the process down, but also stressed and agitated users. The research identified some new and unusual decision constructs such as the 'must-opt'. This paper seeks to produce a taxonomy of the type and nature of decision constructs encountered throughout on-line Business-to-Consumer (B2C) transactional processes. The findings presented herein make an incremental contribution in theorizing, identifying and analyzing new decision constructs alongside established ones.