Published on: July 2026
THE INFLUENCE OF CHOICE ARCHITECTURE ON CONSUMER DECISION QUALITY AMONG ONLINE CONSUMERS
CHRISTHYA M PUTHOOR
DR. BINIJA GEORGE
Mar Thoma College, Chungathara, Kerala, India
Article Status
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Abstract
The rapid expansion of e-commerce has made consumer decision-making more complex due to an abundance of options, overwhelming information, and uncertainty during the decision process. In this setting, choice architecture is crucial for designing online platforms that simplify decision-making and enhance consumer outcomes. This research investigates how choice architecture affects the quality of decisions made by online shoppers. Employing a descriptive quantitative research design, primary data were collected from 150 online shoppers through a structured questionnaire. The study evaluated four aspects of choice architecture: information presentation, product recommendations, reviews and ratings, and navigation and convenience features. Consumer decision quality was assessed based on decision confidence, satisfaction, effectiveness, and ease. Data analysis involved percentage analysis, calculation of means and standard deviations, Pearson correlation, and simple linear regression. Results showed that consumers perceive choice architecture features on online platforms positively and report high decision quality. Correlation analysis revealed a strong positive association between choice architecture and consumer decision quality (r = 0.720, p < 0.001), and regression analysis confirmed that choice architecture significantly predicts decision quality. The study concludes that thoughtfully designed online choice environments enable consumers to make more informed, confident, and satisfying purchase decisions. These insights are valuable for e-commerce businesses and marketers aiming to create user-friendly digital shopping experiences.
Keywords: Choice Architecture, Consumer Decision Quality, Online Consumers, Behavioural Marketing.
How to Cite this Paper
PUTHOOR, C. M. (2026). The Influence of Choice Architecture on Consumer Decision Quality among Online Consumers. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(7), 1-9. https://doi.org/10.55041/ijcope.v2i7.281
PUTHOOR, CHRISTHYA. "The Influence of Choice Architecture on Consumer Decision Quality among Online Consumers." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 7, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijcope.v2i7.281.
PUTHOOR, CHRISTHYA. "The Influence of Choice Architecture on Consumer Decision Quality among Online Consumers." International Journal of Creative and Open Research in Engineering and Management 02, no. 7 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijcope.v2i7.281.
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- •Published on: Jul 31 2026
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