A Study on Design Preference and Satisfaction in Consumer Decision Making- Focused on Alternatives Choice Processing in On-line Shopping

Abstract: When consumers make a decision, they use various choice strategies to maximize their satisfaction and to minimize their regret. Four steps of consumer decision making process are setting up goal hierarchy, gathering information, evaluating and choosing alternatives, and feedback & learning. Design as one of the most important attributes affect to consumer's choice. While the advantage of on-line shopping is to save time and effort, process of choice is restricted by the lack of information of the product. Consumers ' satisfaction may be decreased after purchase, as they have to make a judgment by only small image. In this reason, various sub-informations like verbal expression, zoom-in image or 3D simulation are provided. As the first step, the object of this review paper is to investigate possibility of importing to design field by study of consumer decision making theory in marketing and consumer behavior in cyber environment. In the second step as next study in coming year, the direction and scope of the study will be established by researching the case studies of design decision making in on-line shopping. In the last step, the factors which influence the choice of design will be extracted from former studies, and the hypotheses are tested by experiments