A Distributed Cognition Framework to Compare e-Commerce Websites Using Data Envelopment Analysis

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Executive Summary

This paper presents an approach based on the adoption of a distributed cognition framework and non-parametric multicriteria evaluation methodology (DEA) designed specifically to compare e-commerce websites from the consumer/user viewpoint. In particular, the framework considers a website relative efficiency as a measure of its quality and usability. A website is modeled as a black box capable to provide the consumer/user with a set of functionalities. When the consumer/user interacts with the website to perform a task, he/she is involved in a cognitive activity, sustaining a cognitive cost to search, interpret and process information, and experiencing a sense of satisfaction.

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