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ONLINE SHOPPING’S VITAL INTERFACE COMPONENTS AND THEIR RELATIVE IMPORTANCE IN ONLINE SHOPPING TASKS: A CONJOINT APPROACH (2002)
BibTeX
@MISC{Warden02onlineshopping’s,
author = {Clyde A. Warden},
title = {ONLINE SHOPPING’S VITAL INTERFACE COMPONENTS AND THEIR RELATIVE IMPORTANCE IN ONLINE SHOPPING TASKS: A CONJOINT APPROACH},
year = {2002}
}
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Abstract
ii Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping interface components has the potential to advance knowledge of online consumer behavior and to inform design decisions concerning consumer-oriented Web sites. To date, little research has been completed regarding how interface components hinder or aid consumer perceptions of the online marketing message. This dissertation investigates the relative importance of online shopping interface components for online consumer shopping tasks and the role they play within the context of the Elaboration Likelihood Model’s central and peripheral routes of persuasion. The important and relative issues surrounding online shopping were explored, finding the core components of convenience, access to information, and trust. These components were then implemented in an online shopping task. Respondents considered thoughtfully (central route) marketing messages that involved issues of minimizing travel, information access, and fraud protection. The specific preference of respondents
Keyphrases
relative importance online shopping task online shopping vital interface component conjoint approach consumer-oriented web site specific preference core component little research information access online shopping interface component interface component online shopping online marketing message relative importance peripheral route elaboration likelihood model online consumer online consumer shopping task marketing message fraud protection online shopping task central route design decision aid consumer perception ii empirical exploration relative issue marketing communication interface component hinder online consumer behavior
