Understanding buyers' social information needs during purchase decision process


*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review

3 Citations (Scopus)


This paper aims at studying the roles of social information (as obtained from social networking sources) in buyers' decision process when they are searching for products to buy. Through both close observation of users' objective behavior and qualitative interview of their reflective comments, we have discovered the importance of different types of social information in supporting users to achieve a confident purchase decision at the end. Improving suggestions are further derived on how to better present the social information and combine them with static product attributes to enhance current e-commerce decision supports so as to optimally adapt to online buyers' actual information needs.

Original languageEnglish
Title of host publicationICEC 2010 - Proceedings of the 12th International Conference on Electronic Commerce
Subtitle of host publicationRoadmap for the Future of Electronic Business
Number of pages8
Publication statusPublished - 2010
Event12th International Conference on Electronic Commerce, ICEC 2010 - Honolulu, HI, United States
Duration: 2 Aug 20104 Aug 2010

Publication series

NameACM International Conference Proceeding Series


Conference12th International Conference on Electronic Commerce, ICEC 2010
Country/TerritoryUnited States
CityHonolulu, HI

Scopus Subject Areas

  • Software
  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Computer Networks and Communications

User-Defined Keywords

  • Buyers' information needs
  • Complex decision making
  • Decision support
  • Empirical study
  • Recommender systems
  • Social commerce

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