Consumer confusion is a phenomena when the consumer experiencing several confusion problems when she/he should to purchase products/services. Usually, consumer will do a strategy to coping the confusion, that strategy is known as Confusion Reduction Strategy. The conventional ways usually taken by the consumer to reduce the confusion are, such as: Asking for product recommendation to close relatives, seeking for an additional product information on the internet and so on. However, suggestions and recommendations from conventional sources obtained by the consumer, sometimes are not always accurate (not objective) and time consuming (inefficient). Therefore, this research proposes a Decision Support System (DSS) application to cope with the confusion. In this study, the comparison results between conventional methods (such as: Asking advice to close relatives or seeking for an additional information on the internet) with the proposed method (the DSS) were presented. In addition, another implication of this study is to get the factors that causing consumer confusion in case of smartphone purchases. This research used mixed-method approach, implemented through interview and survey. Research samples were 136 potential smartphone buyers which are converted to 27 smartphone buyers; brand image is the main source of consumer confusion (mean 3.98, std. dev 0.86), followed by proliferation of brands, services and models of smartphone products (mean 3.89, std. dev 0.82). Respondents often use Word of Mouth (WoM) communication as main source of information to reduce the confusion, results of 16 from 27 transactions were contributed from WoM. DSS application contributed only 2 of 27 smartphone transactions. Further research for the development of mobile based DSS application as an alternative conventional CRS needs to be conducted, because of the potential success of static desktop based DSS application in reducing potential consumer confusion especially for value oriented buyers.

This research wanted to show the development of e-commerce transaction brought something new to organizations to accelerate their business through online sales. The presence of online marketplace also gave positive impacts for organizations to run online sales. It was undeniable that e-commerce positively contributes to people’s lives, besides the negative side that most people are still reluctant to use it. Online-to-offline (O2O) was a strategy to direct online users to do offline activities in physical stores. With O2O, customers could buy products from the store after researching online, paying online, and picking up product from the store. The research aimed to find out more about factors that influence consumer trust level to do a transaction in online media, as well as to measure the effectiveness of O2O strategy on e-commerce. Furthermore, this research used a quantitative correlation data analysis method on critical factors that influence customer decision in doing ecommerce transaction, with non-experimental research. The research outcome is the overview of the effectiveness feature and O2O strategy that is provided by the online shopping provider in giving a positive influence for consumers to make purchases in e-commerce. This research also reflects how the people respond to the existence of a marketplace that complements its place with O2O service.

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The combination about innovation arts, technology, marketing, and ideas among mobile (smart) phones and notebook computers, revolutionary has led to the birth of a handheld device called as the Tablet PCs. Where, the Tablet PCs was a product that transforming from the minimization of notebook computer. In other words, it can be said as a handheld device that has an 'almost' similar performance as a notebook computer but has a more compact and smaller size dimension than the notebook computers and has a bigger dimension than the smart-phones also. The problem is there were so many variations of Tablet PCs products on the market. Therefore, the question often arises about the Tablet PCs is, "which one the most-suitable product for my purposes"? In this study modeled a simulation process for Tablet PCs selection using the eight domains of weighting criteria. Which from our perspective these eight domains of weighting criteria are an 'objective' measurement for assessing the Tablet PCs products. As a decision support tool that implementing a method of Multi-Attribute Decision Making (MADM) technique using Weighted-Product (WP) algorithm approach, where 5706 Robertus Nugroho Perwiro Atmojo et al. WP serves a means to give product recommendations to the users about the most-suitable products for them based on priority ranking mechanism.

The Gregg and Walczak definition about e-image has been inspired us to examine their theoretical model in a different digital marketplace environment. As a novelty, we introduced the Real-Time Support Assistance (RTOSA) concept as a supplementary moderating variable. This paper constitutes hypothetical development about the proposed RTOSA and contains a brief description of Indonesia largest online community forum that projected as our online experimental research dioramas. This proposed research aims to explore the eimage effect towards consumer willingness to do the online transaction and the seller capability to adjust pricing premium moderated by RTOSA and also product type differences. Six hypotheses were modeled in this research proposal. The future results of this research are expected to be a significant contribution towards society, business, and science. Keywords -e-image; online purchase intention; price premium; e-commerce; e-business; management information systems978-1-4799-8386-5/15/$31.00 ©2015 IEEE