IDEAS home Printed from https://ideas.repec.org/a/spr/cejnor/v29y2021i1d10.1007_s10100-020-00723-4.html
   My bibliography  Save this article

Supporting multi-criteria decision-making across websites: the Logikós approach

Author

Listed:
  • Alejandro Fernandez

    (UNLP, Comisión de Investigaciones Científicas de la Provincia de Buenos Aires)

  • Pascale Zaraté

    (IRIT, Toulouse 1 University Capitole)

  • Juan Cruz Gardey

    (UNLP, Comisión de Investigaciones Científicas de la Provincia de Buenos Aires)

  • Gabriela Bosetti

    (UNLP, Comisión de Investigaciones Científicas de la Provincia de Buenos Aires)

Abstract

Online customers frequently conduct activities that involve multi-criteria decision-making. They analyze and compare alternatives considering a set of shared characteristics. Websites present the information of products without special support for these activities. Moreover, the products of interest for the customer are frequently scattered across various shops, with no support to collect and compare them in a consistent and customized manner. We argue that multi-criteria decision-making methods (such as Analytic Hierarchy Process) can be effectively offered to online customers. In this article, we present an approach and supporting tools to enable multi-criteria decision-making on any website and across websites. They are based on web-augmentation to extract information items from websites, and the Analytic Hierarchy Process (AHP) to model multi-criteria decisions. The approach and tools were experimentally evaluated with end-users in two different countries. An illustrative scenario provides insight into the application of the approach and the role of the supporting tools. Evaluation showed that users appreciate creating AHP models specific to their needs, and trust the decisions they make using these models. Participants were reluctant to trust reusable decision profiles (i.e., AHP models created by other users). The numerous pairwise comparisons required by AHP in the presence of multiple criteria and alternatives, was reported as a drawback. However, participants indicated that the proposed smart-ranking functionality represented a good mechanism to cope with it.

Suggested Citation

  • Alejandro Fernandez & Pascale Zaraté & Juan Cruz Gardey & Gabriela Bosetti, 2021. "Supporting multi-criteria decision-making across websites: the Logikós approach," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 29(1), pages 201-225, March.
    • Handle: RePEc:spr:cejnor:v:29:y:2021:i:1:d:10.1007_s10100-020-00723-4
    DOI: 10.1007/s10100-020-00723-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10100-020-00723-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10100-020-00723-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Herbert A. Simon, 1955. "A Behavioral Model of Rational Choice," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 69(1), pages 99-118.
    2. Pingle, Mark, 1992. "Costly optimization: an experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 17(1), pages 3-30, January.
    3. Offerman, Theo & Sonnemans, Joep, 1998. "Learning by experience and learning by imitating successful others," Journal of Economic Behavior & Organization, Elsevier, vol. 34(4), pages 559-575, March.
    4. Pingle, Mark, 1995. "Imitation versus rationality: An experimental perspective on decision making," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 24(2), pages 281-315.
    5. Vargas, Luis G., 1990. "An overview of the analytic hierarchy process and its applications," European Journal of Operational Research, Elsevier, vol. 48(1), pages 2-8, September.
    6. M M Akarte & N V Surendra & B Ravi & N Rangaraj, 2001. "Web based casting supplier evaluation using analytical hierarchy process," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 52(5), pages 511-522, May.
    7. Conlisk, John, 1980. "Costly optimizers versus cheap imitators," Journal of Economic Behavior & Organization, Elsevier, vol. 1(3), pages 275-293, September.
    8. Pingle, Mark & Day, Richard H., 1996. "Modes of economizing behavior: Experimental evidence," Journal of Economic Behavior & Organization, Elsevier, vol. 29(2), pages 191-209, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yanlin Shi & Qingjin Peng, 2023. "Conceptual design of product structures based on WordNet hierarchy and association relation," Journal of Intelligent Manufacturing, Springer, vol. 34(6), pages 2655-2671, August.
    2. Christian Stummer & Ayşegül Engin, 2021. "A tribute to Rudolf Vetschera," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 29(1), pages 1-6, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pingle, Mark, 2000. "The effect of decision costs on the formation of market-making intermediaries: a pilot experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 41(1), pages 3-26, January.
    2. Hayakawa, Hiroaki, 2000. "Bounded rationality, social and cultural norms, and interdependence via reference groups," Journal of Economic Behavior & Organization, Elsevier, vol. 43(1), pages 1-34, September.
    3. Pingle, Mark, 1995. "Imitation versus rationality: An experimental perspective on decision making," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 24(2), pages 281-315.
    4. Innocenti, Stefania & Cowan, Robin, 2019. "Self-efficacy beliefs and imitation: A two-armed bandit experiment," European Economic Review, Elsevier, vol. 113(C), pages 156-172.
    5. Ardalan, Kavous, 2018. "Neurofinance versus the efficient markets hypothesis," Global Finance Journal, Elsevier, vol. 35(C), pages 170-176.
    6. Slonim, Robert L., 1999. "Learning rules of thumb or learning more rational rules," Journal of Economic Behavior & Organization, Elsevier, vol. 38(2), pages 217-236, February.
    7. Henrich, Joseph, 2004. "Reply," Journal of Economic Behavior & Organization, Elsevier, vol. 53(1), pages 127-143, January.
    8. Robert S. Gazzale, 2009. "Learning to Play Nash from the Best," Department of Economics Working Papers 2009-03, Department of Economics, Williams College.
    9. Rotheli, Tobias F., 2001. "Acquisition of costly information: an experimental study," Journal of Economic Behavior & Organization, Elsevier, vol. 46(2), pages 193-208, October.
    10. Pingle, Mark, 1997. "Submitting to authority: Its effect on decision-making," Journal of Economic Psychology, Elsevier, vol. 18(1), pages 45-68, February.
    11. Jacobs Martin, 2016. "Accounting for Changing Tastes: Approaches to Explaining Unstable Individual Preferences," Review of Economics, De Gruyter, vol. 67(2), pages 121-183, August.
    12. Geoffrey M. Hodgson, 2000. "La ubicuidad de los hábitos y las reglas," Revista de Economía Institucional, Universidad Externado de Colombia - Facultad de Economía, vol. 2(3), pages 11-43, July-dece.
    13. Dimant, Eugen, 2015. "On Peer Effects: Behavioral Contagion of (Un)Ethical Behavior and the Role of Social Identity," MPRA Paper 68732, University Library of Munich, Germany.
    14. Ana B. Ania, 2000. "Learning by Imitation when Playing the Field," Vienna Economics Papers 0005, University of Vienna, Department of Economics.
    15. Ania, Ana B., 2008. "Evolutionary stability and Nash equilibrium in finite populations, with an application to price competition," Journal of Economic Behavior & Organization, Elsevier, vol. 65(3-4), pages 472-488, March.
    16. Schneider, Frank, 2008. "Multiple criteria decision making in application layer networks," Bayreuth Reports on Information Systems Management 36, University of Bayreuth, Chair of Information Systems Management.
    17. Josephson, Jens, 2009. "Stochastic adaptation in finite games played by heterogeneous populations," Journal of Economic Dynamics and Control, Elsevier, vol. 33(8), pages 1543-1554, August.
    18. A Ishizaka & D Balkenborg & T Kaplan, 2011. "Influence of aggregation and measurement scale on ranking a compromise alternative in AHP," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(4), pages 700-710, April.
    19. Armstrong, Mark & Huck, Steffen, 2010. "Behavioral economics as applied to firms: a primer," MPRA Paper 20356, University Library of Munich, Germany.
    20. Nikolaeva, Ralitza, 2014. "Interorganizational imitation heuristics arising from cognitive frames," Journal of Business Research, Elsevier, vol. 67(8), pages 1758-1765.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:cejnor:v:29:y:2021:i:1:d:10.1007_s10100-020-00723-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.