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Comparison Matrix (CM)
比较矩阵（CM）
Haubl and Trifts (2000) suggest “A comparison matrix is designed to help with in-depth comparisons among selected alternatives.”
Haubl和Trifts（2000）提出“比较矩阵设计，以帮助选择的替代方案之间的比较深入。”
The business domains of the Wide Web World have been growing at a very rapid pace (Vallamsetty, 2003); it provides consumers another way to shop online. In the meanwhile, business information comparison websites have been created. These kinds of websites collect a lot of online stores’ information, which provides consumers with a series of alternatives. It is not only a decrease in the product size but also an increase in the quality of customers’ consideration set (Haubl and Murray, 2003). http://www.ukassignment.org/dxassignment/
For instance, lastminute.com and pricescan.com employed a comparison matrix to fix customers need. Thus, a comparison matrix is a tool created to help customers make in-depth comparisons among a number of products in an online store (Haubl et. al, 2003). When customers type in what they are looking for in the product category, it is determined by price, warranty period, physical dimensions, or other performance-related features through a comparison matrix (Wan et. al, 2007).
It can make a customer be more focused in their purchase decision process because the consideration range is becoming smaller and the quality is also improving (Haubl et. al, 2003). In addition, what we need to be noted is that the evaluation involves both objective and subjective information, so that every consumer may have different evaluations of the same product (Wan et. al, 2007).
万维网世界的业务领域不断增长的速度非常快（Vallamsetty，2003年），它为消费者提供了另一种方式在网上购物。在此期间，企业的信息比较网站已经建立。这些类型的网站收集了大量的网上商店的信息，为消费者提供了一系列的替代品。它不仅是减少产品的尺寸，而且还增加客户的考虑集（Haubl和穆雷，2003年）的质量。例如，，lastminute.com和pricescan.com采用一个比较矩阵来解决客户的需求。因此，比较矩阵是创建的工具，以帮助客户进行深入的比较，在众多的产品在网上商店（Haubl等人，2003）。当客户类型是什么，他们正在寻找在产品种类，价格，保修期内，物理尺寸，或其他性能相关的特性，通过比较矩阵（Wan等人，2007）。因为考虑范围变得更小，质量也有所提升（Haubl等人，2003），它可以使客户更专注于他们的购买决策过程。此外，我们需要注意的是，评价涉及主观和客观的信息，让每一位消费者可能有不同的评价相同的产品（Wan等人，2007）。
To sum up, “Comparison Matrix is a tool for organizing product information” (Haubl and Murray, 2003).
综上所述，“比较矩阵是一个组织产品信息的工具”（Haubl和穆雷，2003年）。
The coming of the Internet has dramatically changed, thus, the current scholars mostly concentrate on online stores (Doherty et al., 1999; Reynolds, 1999) in order to attract consumers to the e-store as well as to deal with the problems regarding customer retention. On the one hand, in order to gain high quality information to potential support for consumers to improve their decision making process through online decision aids. On the other hand, online decision aids enable enterprise to run the business for 24hours a day in order to make more profits as well as replacing some workers to reduce enterprises’ costs.
互联网的到来，已经极大地改变了人们的生活，因此，目前学者大多集中于网上商店（多尔蒂等人，1999年雷诺，1999），以吸引消费者的电子商店，以及处理问题客户忠诚度。一方面，为了获得高质量的信息对消费者的潜在支持，以提高他们的决策过程中，通过在线决策辅助。另一方面，在线决策辅助工具，使企业经营业务24小时一天，为了赚取更多的利润，以及替代工人，以减少企业的成本。
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