Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

Innovative Decision Aids in the Context of Online Size Selection

Published: May 24, 2022


Jan-Lukas Selter, University of Siegen; Julian Schmitz, University of Siegen; Tobias Roeding, University of Siegen; Hanna Schramm-Klein, University of Siegen


Due to the extreme growth of online purchases in recent years, which also increased during the COVID-19 pandemic, the number of returns, especially in the clothing sector, has also increased accordingly. Consumers are unable to try on products and therefore often order garments in two different sizes. Various innovative decision aids for size selection are supposed to counteract these double orders. Therefore, this paper deals with the use of innovative decision support for sizing in online shopping and refers to innovation resistance theory, complexity theory and the IKEA effect. By conducting an online survey (N=131), we found that innovativeness of decision aids for size selection reduces the intention to use them. In addition, an ambivalent effect of the two mediators, perceived complexity of the aid and perceived involvement in the decision process was measured, identifying a negative influence of complexity and positive influence of involvement.