A Laddering Approach to Explore the Motivations of Taking Computer Advice for Supply Networks Formation

This study investigates decision-makers motivations to follow advice generated by a computer system in the context of manufacturing supplier networks. Using the laddering technique based on the means-end chain theory of decision-making, we obtain insights into the motivations of our subjects when having to select partner organizations whilst being advised by a knowledge-based team configurator system. Our findings suggest that the main goals (ends) which users are looking to satisfy are trust, financial benefits, competitiveness, and the possibility of saving time to fulfill other responsibilities. We also acquire an understanding of the role of time-saving in an industrial environment and how this should be reflected in computer systems designed to help in the selection of business partners to form supplier networks. Finally, we explore the function of explanations towards trust-building in the context of advice coming from computer system and propose a model that reflects our understanding.