Prior studies investigate factors that affect consumer preferences in online shopping websites. However, prior studies, due to their methodological limitations, do not thoroughly investigate consumer preference structures that reflect the relative importance of attributes and features of shopping websites. By synthesizing prior literature, this research proposes and investigates a comprehensive list of attributes and features of shopping websites that increase consumer purchase intention. This research used IT-based platforms for data collection, and collected data from university students. Data analysis enabled us to categorize consumers that use online shopping websites into three groups based on the attributes they prefer. Consumers with different levels of computer expertise also showed differing preference structures. This research has implications in both research and practice.
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