A Context Aware Decision Making Aid by Behavioral Characteristic

Smartphone users are known by their needs for very specific information about one or more subjects depended on their location. The rapidly increasing number of smartphone users who use location based contents. It is difficult to find how users make purchase decisions in such situation. A unique characteristic of mobile environment is that they allow retails to create marketing context with location. A desirable recommendation from a consumer perspective is better implementation of sophisticated decision aid to assist consumers in their purchase decisions by providing the recommendation mechanism to their individual preferences. To characterize user´s profiles and offer them new contents and resources is one of our main challenges. In this paper, a context aware decision aid is described, which proposes a Case-based Context Aware system for identifying user´s context. This system enables contents to broaden user´s profiles beyond the information that users have introduced by hand. This paper also shows the nature of the effects that the context aware decision aid may have on consumer decision making in pervasive environment, designed to assist users in performing one of the above tasks, on purchase decision making in pervasive environment.