Abstract:Improved ICT technologies have brought about massive online presence of users in the online space such as social media platforms as well as remote working tools. This has led to a massive mushrooming of online shops as they try to follow the changing behaviour of the customers. This has come about with an challenge of information overload since the customers have a myriad of alternatives at his disposal at the time of making a decision and indeed it is impractical for an average user to evaluate all the altern… Show more
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