Decision Making in Mobile Business Intelligence: An Individual Cognitive Fit Perspective

Abstract: One of the central features of a successful decision support system is the interface. What to provide and how to provide information that later will support the users to make a decision is crucial. With the emergence of mobile business intelligence, the concern about how this technology could increase its user performance in the decision making context and how to deliver these capability to the workforce application as close as possible to the consumer-level application in the organizational arises. Visual representation and user experience take place as two main features that will be the focal point during the study. Using cognitive fit as the theoretical framework, we developed a research model to investigate on how the cognitive fit theory will be affected by both visual representation and user experience and whether it will indirectly influence the decision making process from an individual users’ perspective. Four hypotheses were proposed based on our literature review and questionnaire-based survey was used to collect empirical data. The result of this study indicates that while the value of visual representation is important as it is positively influenced the decision making process through cognitive fit, user experience does not have the same result. Hence, if one wants to enhance their mobile BI application in context of the decision making process, visual representation features of the mobile BI must be prioritized as it will eventually increase the cognitive fit that leads to enhance the decision making process performance.