We explore multi-channel decision-making experiences, especially in m-commerce and e-commerce. 232 e-mail messages sent by participants in two experiments are analyzed using Critical Incident Technique (CIT). Our findings suggest that decisionmaking in m-commerce is perceived as stressful and not necessarily a positive experience. We also find that participants in mcommerce hold their prior experiences in e-commerce as points of reference to which they compare their current or subsequent decision-making experiences. Cost Theory and Expectation-Confirmation Theory provide possible explanations for the findings. We identify and categorize factors that influence decision-making (shaping positive and/or negative decision-making experiences) and identify unique and channel-specific factors.
Maity, Moutusi and Zinkhan, George, "Decision-Making Experiences: Perspectives on M-Commerce and E-Commerce" (2007). ICEB 2007 Proceedings. 68.