ArticlePloS one2024
Performance of aging consumers in an e-commerce product choice task: The role of working memory and decision strategies.
Article in PloS one, 2024. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Who cites it
1 citing paper in PubMed.
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Authors and funding
5 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Over the past two decades, there has been a growing interest in research on aging and the decision-making behavior of older consumers. The subject of this article is multi-attribute decisions made using product comparison, a widely used functionality of many e-commerce stores. Studies on cognitive aging have established a negative relationship between age and accuracy in multi-attribute choice tasks; however, works in informatics (Human-Computer Interaction, UX research) have not accounted for how individual user differences affect the optimality of users' product comparison decisions. Our work attempts to bridge this gap between the disciplines of psychology of aging and informatics. We predicted and confirmed, in an online study simulating e-commerce shopping, the strong limitations of older adults in product comparison tasks. In subsequent modeling, other individual characteristics, such as visual working memory, were predicted and shown to be a reliable mediator of the relationship between age and decision accuracy. Popular product comparison tables are not sufficient for older consumers. Despite following UX guidelines for designing product comparison tables, overall correctness of consumer decisions in our study ranged from 90% to as little as 30%, depending on the difficulty of the task and the age of the consumer. These findings have important practical implications for UX design of e-commerce Websites.
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