@article{ART003364212},
author={Su-Hyeon Lee and Jae-Eun Shin},
title={Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2026},
volume={31},
number={7},
pages={79-94}
TY - JOUR
AU - Su-Hyeon Lee
AU - Jae-Eun Shin
TI - Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts
JO - Journal of The Korea Society of Computer and Information
PY - 2026
VL - 31
IS - 7
PB - The Korean Society Of Computer And Information
SP - 79
EP - 94
SN - 1598-849X
AB - Conversational shopping agents are expanding their role in supporting online purchase decision-making through natural language interaction, yet limited attention has been paid to how they should support users’ formation of decision criteria and preferences in unfamiliar purchase contexts. This study designed two preference formation support conditions based on Alternative-Focused Thinking (AFT) and Value-Focused Thinking (VFT), and examined their effects on choice goals and decision satisfaction through a scenario-based between-subjects experiment (N = 86). Results from Welch’s independent samples t-tests showed that the VFT condition was rated significantly higher than the AFT condition in decision confidence, justifiability, and decision satisfaction. In contrast, no significant differences were found in final negative affect and evaluation costs. This study suggests that a value-focused approach can help users articulate their preferences and decision criteria in unfamiliar purchase contexts, and proposes three design directions for conversational shopping agents.
KW - Conversational Shopping Agent;Value-Focused Thinking;Preference Formation;Unfamiliar Purchase;Choice Goals
DO -
UR -
ER -
Su-Hyeon Lee and Jae-Eun Shin. (2026). Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts. Journal of The Korea Society of Computer and Information, 31(7), 79-94.
Su-Hyeon Lee and Jae-Eun Shin. 2026, "Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts", Journal of The Korea Society of Computer and Information, vol.31, no.7 pp.79-94.
Su-Hyeon Lee, Jae-Eun Shin "Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts" Journal of The Korea Society of Computer and Information 31.7 pp.79-94 (2026) : 79.
Su-Hyeon Lee, Jae-Eun Shin. Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts. 2026; 31(7), 79-94.
Su-Hyeon Lee and Jae-Eun Shin. "Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts" Journal of The Korea Society of Computer and Information 31, no.7 (2026) : 79-94.
Su-Hyeon Lee; Jae-Eun Shin. Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts. Journal of The Korea Society of Computer and Information, 31(7), 79-94.
Su-Hyeon Lee; Jae-Eun Shin. Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts. Journal of The Korea Society of Computer and Information. 2026; 31(7) 79-94.
Su-Hyeon Lee, Jae-Eun Shin. Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts. 2026; 31(7), 79-94.
Su-Hyeon Lee and Jae-Eun Shin. "Effects of Value-Focused Conversational Shopping Agents on Choice Goals and Decision Satisfaction in Unfamiliar Purchase Contexts" Journal of The Korea Society of Computer and Information 31, no.7 (2026) : 79-94.
