A CONJOINT STUDY OF THE RELATIONSHIP BETWEEN WEBSITE ATTRIBUTES AND CONSUMER PURCHASE INTENTIONS

Abstract

This paper extends and modifies the Schaupp and Belanger model (2005) to develop and propose a model of on-line shopping intentions. Four on-line websites were designed as the test platforms. Respondents of this study were asked to visit these web-sites that represent differing shopping scenarios before they completed our on-line survey. Findings of this study are as follows. First, on-line contract signing mechanism was ranked as the most desired option in building trust in on-line shopping websites by all respondents. Second, respondents of this study were found able to be categorized into three groups according to the website factors they valued most. The three were logistic/security, security/trust, and convenience/trust. The specific attributes of on-line shopping websites valued most within each of the three groups are discussed in this paper. This study presents findings that support the use of many existing on-line technologies that have been found little used in on-line shopping websites such as digital certificate and on-line contracting. The inclusion of these technologies in on-line shopping websites may increase the cost of building and maintaining them and may create worries about user inconvenience. However, it is important that these technologies increase the attractiveness of the on-line shopping website and web surfers purchase intentions.

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