Decision making aid in mobile environment by behavioral characteristic
Mitsuaki Nakasumi · 2011
Despite the explosive growth of mobile environment and the rapidly increasing number of consumers who use location based search, we cannot find how consumers make purchase decisions in such situation. An unique characteristic of mobile environment is that they allow retails to create marketing context with location. A desirable recommendation from a consumer perspective is the implementation of sophisticated decision aid to assist consumers in their purchase decisions by providing the recommendation mechanism to their individual preferences.