Individual Differences and Marketing Decision Support System Usage and Satisfaction
作者研究了管理者如何与营销决策支持系统（如计算机模拟）互动，特别关注个体差异变量对系统使用和满意度的影响。他们使用了一个零售决策支持的计算机模拟模型作为研究工具。结果发现，风险厌恶、参与度、认知差异和年龄是预测使用和满意度的重要因素。作者还讨论了这些发现的管理启示。
Relatively little is known about how managers interact with marketing decision support systems such as a computer simulation. The authors investigate individual difference variables to determine their role in influencing the utilization of and satisfaction with one component of a marketing decision support system. The research vehicle used is a computer simulation model for assisting decision making in retailing. The findings indicate that risk averseness, involvement, cognitive differentiation, and age are important predictors of utilization and satisfaction. Managerial implications of the findings are discussed.