Software made from autonomous business services is gaining popularity. Now end users can build large applications by assembling a suite of services. Because some end users might have limited knowledge of their requirements and the functionality of available services, the key challenge is to find the services needed to build an application. The task of finding the services matching requirements requires specialized knowledge—knowledge of requirements and the functionality of available services—not just mere general competence. Moreover, the complexity of the requirements could also hinder the ability of end users to select services. However, there is little research into how the end users’ sophistication and requirement complexity affect their ability to avoid duplication (i.e., select the most cost-effective set of services) and select a set of services that satisfy their requirements. We provide a conceptual framework for the choice problem faced by the decision maker and develop a set of hypotheses on end user's sophistication and requirement complexity, and the impact of these factors on outcome performance—the ability to avoid duplication and select the appropriate services. Then we conduct an empirical study to test the hypotheses. Empirical results offer support for all hypotheses. Our work has several implications. We demonstrate both conceptually and empirically that end users’ naivety has a significant impact on service duplication. For a profit-maximizing service vendor, knowledge of the end user's sophistication/naivety allows there to be different pricing strategies: (1) a pure component strategy, (2) a pure bundling strategy, or (3) a mixed bundling strategy.

由自主业务服务制作的软件越来越受欢迎。现在，最终用户可以通过组装一套服务来构建大型应用程序。由于某些最终用户可能对其要求和可用服务的功能知之甚少，因此关键的挑战是找到构建应用程序所需的服务。查找符合需求的服务的任务需要专门知识-需求知识和可用服务的功能-而不仅仅是一般能力。此外，要求的复杂性也可能会阻碍最终用户选择服务的能力。但是，关于最终用户的复杂程度和需求复杂性如何影响他们避免重复的能力（即，选择最具成本效益的服务集），然后选择满足其要求的服务集。我们为决策者面临的选择问题提供了一个概念性框架，并针对最终用户的复杂性和需求复杂性以及这些因素对结果绩效的影响提出了一套假设，即避免重复并选择适当服务的能力。然后，我们进行了一项实证研究以检验这些假设。实证结果为所有假设提供了支持。我们的工作有几个含义。我们在概念上和经验上都证明了最终用户的天真性对服务重复产生了重大影响。对于利润最大化的服务供应商，了解最终用户的复杂程度/天真性可以采用不同的定价策略：（1）纯组件策略，