Literature Review 文献综述
The objective of this research is to examine luxurious brands’ online decision aids aiming to help when customers are shopping online. 本研究的目的是研究奢侈品牌的在线决策辅助工具，旨在在顾客网上购物时帮助客户。The research involves information systems study, and the literature review section is thus pided into four main categories. 研究涉及到信息系统的研究，文献综述部分因此被分成四大类。The first part of the literature review discusses the issue of online store. 在文献回顾的第一部分讨论网上商店这个问题。 The second part describes the environment of electronic shopping. 第二部分介绍了电子购物的环境。 The third part explains about Interactive Consumer Decisions Aids第三部分介绍了互动消费者决策辅助工具which includes Recommendation Agent as well as Comparison Matrix. The fourth part it covers the key motivation studies of the customer behavior as well as the repeat purchase decision. 客户行为/重复购买决定
In the age of the internet, the consumer shopping model and enterprises’ business model has changed progressively. 在互联网时代，消费者的购物模式和企业的商业模式逐步发生着变化。As a result, consumers now have a new shopping alternative that is online shopping. 因此，消费者现在有一个新的购物选择，即网上购物。Online shopping has abundant advantages. For instance, it is a 24 hour market, there is no time or area limits. Furthermore, it enables consumers to search for particular products easily and it is more cost-saving. For the abovementioned reasons, enterprises have started to focus on e-commerce. Over the past several years, internet software and technology has grown dramatically. The number of consumers who use interactive media for online shopping has also rapidly increased (Haubl and Trifts, 2000).
Nowadays, customers have a vast amount of alternative products to choose from. 如今，客户有大量的可替代性产品可供选择。For instance, a Wal-Mart supercenter has over 100,000 items (Yoffie, 2005), Home Depot has more than 50,000 items (Murray and Chandrasekhar, 2006), and traditional grocery shops have over 30,000 items (Schwartz, 2005). There is no need to say how much items an online store has, because e-Bay and Amazon both offer millions of products (Murray and Haubl, 2008). However, sometimes too much choice confuses the consumers, even when a customer just wants to purchase a common product such as headache medication because there are now so many different forms and brands of headache medication so the consumer needs to spend a lot of time on selecting the product (Murray and Haubl, 2008).. They need to select between the chemical composition, brand name, generic, packaging, and concentration (Murray and Haubl, 2008).
It is worth pointing out that: 值得指出的是：
“There is a cost to processing information, and cost rises as the complexity of the decision increases” Murray and Haubl, (2008). 存在处理信息的成本，并且随着决定的复杂性增加成本上升。
As a result, making decisions online with a vast range of products is really difficult for consumers. 因此，对网上种类繁多的产品做出决策对消费者来说是非常困难。In contrast, in traditional stores, the shopkeeper can offer face to face service to inpidual consumers to help give the consumer what they need. Online stores need to solve this problem in order to attract consumers to online shopping. Therefore, that is why most online stores have decision aids to help consumers select products and attract them into purchase the items (Punj and Rapp, 2003). 因此，这就是为什么大多数网上商店提供决策辅助工具，以帮助消费者选择产品，并吸引他们购买的物品。
Furthermore, in regards to the stages of the decision making process in an electronic commerce environment which are two main stages during the decision making process of the online shopping product search environment in order to make a decision (Haubl and Trifts, 2000). 此外，对于在电子商务环境下作出决定过程的两个主要阶段，是通过搜索环境，来做出决策。The first stage is screening the products, and the second stage is comparing the products’ different features and details. During these two stages that customers enable to use Interactive Consumer Decisions Aids in order to support their purchasing process as well as make purchase decisions.