A Field Study of the Relationship between Website Attributes and Consumer Purchases Intention–Using Conjoint Analysis

• Main Authors: Ching-Yi Tsao, 曹靜宜
• Other Authors: Chia-Chen Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/02895818074664389551

碩士 === 靜宜大學 === 資訊管理學系研究所 === 96 === 　　As the popularity of Internet and World Wild Web, more and more on-line websites have been built up to provide users various on-line services and goods. To make sure the on-line websites can meet users’ needs, Internet businesses must be able to determine and understand the values of their existing and potential customers. Hence, it is essential for IS or E-commerce researchers to develop and validate a diverse array of metrics to comprehensively capture the attitudes of online customers. What factors make online shopping appealing to customers? What customer values take priority over others? This study’s purpose is to answer these questions, examining the role of security technology, privacy issue, shopping, and product factors on online customer satisfaction. At last, we try to find out the combination of the web site’s key functions. 　　To find out the combination of web sites’ key functions, this study uses a conjoint analysis of consumer preferences based on two-phases data collected from about 500 college students. Results indicate that three combinations of the web sites’ key functions derived from three different groups. All three groups set trust as their key function of the on-line web site. In additions, groups 1 and 2 also set security as their key function though group 3 set convenience as its key function. Based on our observations, it is noted that security is a general and critical issue of on-line business in the future. Even the web sites only provide low price goods; customers still hope web sites can offer sufficient security mechanism to protect on-line transactions. Furthermore, this study also points out the trust issue gains customers’ attention gradually. In other words, some mechanisms which can list buyers and sellers’ rights and obligations and then certified by a trust third party, on-line contract signing for example, should be included during the on-line web sites’ developments.