A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis

The aim of this work is to determine and analyse consumer preferences regarding the profiles of an e-retailer’s web page. Two types of products are examined, a pleasure trip and a laptop computer, to test whether there are differences in the individuals’ preferences. There are two reasons for this c...

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Detalles Bibliográficos
Autores: Peral Peral, Begoña, Rodríguez-Bobada Rey, Joaquina, Villarejo Ramos, Ángel Francisco
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2012
País:España
Institución:Universidad de Sevilla (US)
Repositorio:idUS. Depósito de Investigación de la Universidad de Sevilla
OAI Identifier:oai:idus.us.es:11441/33454
Acceso en línea:http://hdl.handle.net/11441/33454
Access Level:acceso abierto
Palabra clave:e-retailers
consumer behaviour
conjoint analysis
individuals’ preferences
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spelling A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysisPeral Peral, BegoñaRodríguez-Bobada Rey, JoaquinaVillarejo Ramos, Ángel Franciscoe-retailersconsumer behaviourconjoint analysisindividuals’ preferencesThe aim of this work is to determine and analyse consumer preferences regarding the profiles of an e-retailer’s web page. Two types of products are examined, a pleasure trip and a laptop computer, to test whether there are differences in the individuals’ preferences. There are two reasons for this choice: these two products are purchased the most over the Internet in Spain and the different motives for buying them hedonic-pleasurable and utilitarian. We conducted an initial study, from which we identified the principal attributes valued by the participants in the survey. These attributes were then used to design the profiles for the conjoint analysis. The variables that are most relevant to the shopping task are those which receive a higher response frequency. In both products, the attributes that are most valued by the participants are the virtual store’s security and privacy policy. However, for a laptop computer, consumers also emphasize the importance of the provision of the technical details of the product and the fact that the supplier also has a physical store. We recommend that e-retailers’ web pages need to clarify and facilitate access to the most relevant variables to the shopping task. Likewise, public institutions and e-retailers need to continue to work towards minimising non-buyers’ rejection of online purchasing and their fears regarding security on the Web. Firms with both physical and online outlets have an important competitive advantage over pure-players, for certain products at least.North American Institute of Science and Information Technology (NAISIT)Administración de Empresas y Marketing2012info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/11441/33454reponame:idUS. Depósito de Investigación de la Universidad de Sevillainstname:Universidad de Sevilla (US)InglésThe International Journal of Management Science and Information Technology (IJMSIT), I (3), 38-62http://www.naisit.org/journal/paper/id/16info:eu-repo/semantics/openAccessoai:idus.us.es:11441/334542026-06-17T12:51:07Z
dc.title.none.fl_str_mv A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
title A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
spellingShingle A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
Peral Peral, Begoña
e-retailers
consumer behaviour
conjoint analysis
individuals’ preferences
title_short A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
title_full A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
title_fullStr A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
title_full_unstemmed A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
title_sort A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
dc.creator.none.fl_str_mv Peral Peral, Begoña
Rodríguez-Bobada Rey, Joaquina
Villarejo Ramos, Ángel Francisco
author Peral Peral, Begoña
author_facet Peral Peral, Begoña
Rodríguez-Bobada Rey, Joaquina
Villarejo Ramos, Ángel Francisco
author_role author
author2 Rodríguez-Bobada Rey, Joaquina
Villarejo Ramos, Ángel Francisco
author2_role author
author
dc.contributor.none.fl_str_mv Administración de Empresas y Marketing
dc.subject.none.fl_str_mv e-retailers
consumer behaviour
conjoint analysis
individuals’ preferences
topic e-retailers
consumer behaviour
conjoint analysis
individuals’ preferences
description The aim of this work is to determine and analyse consumer preferences regarding the profiles of an e-retailer’s web page. Two types of products are examined, a pleasure trip and a laptop computer, to test whether there are differences in the individuals’ preferences. There are two reasons for this choice: these two products are purchased the most over the Internet in Spain and the different motives for buying them hedonic-pleasurable and utilitarian. We conducted an initial study, from which we identified the principal attributes valued by the participants in the survey. These attributes were then used to design the profiles for the conjoint analysis. The variables that are most relevant to the shopping task are those which receive a higher response frequency. In both products, the attributes that are most valued by the participants are the virtual store’s security and privacy policy. However, for a laptop computer, consumers also emphasize the importance of the provision of the technical details of the product and the fact that the supplier also has a physical store. We recommend that e-retailers’ web pages need to clarify and facilitate access to the most relevant variables to the shopping task. Likewise, public institutions and e-retailers need to continue to work towards minimising non-buyers’ rejection of online purchasing and their fears regarding security on the Web. Firms with both physical and online outlets have an important competitive advantage over pure-players, for certain products at least.
publishDate 2012
dc.date.none.fl_str_mv 2012
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/11441/33454
url http://hdl.handle.net/11441/33454
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv The International Journal of Management Science and Information Technology (IJMSIT), I (3), 38-62
http://www.naisit.org/journal/paper/id/16
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv North American Institute of Science and Information Technology (NAISIT)
publisher.none.fl_str_mv North American Institute of Science and Information Technology (NAISIT)
dc.source.none.fl_str_mv reponame:idUS. Depósito de Investigación de la Universidad de Sevilla
instname:Universidad de Sevilla (US)
instname_str Universidad de Sevilla (US)
reponame_str idUS. Depósito de Investigación de la Universidad de Sevilla
collection idUS. Depósito de Investigación de la Universidad de Sevilla
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,300719

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