Website attributes that increase consumer purchase intention: A conjoint analysis

Ying Hueih Chen, I. Chieh Hsu, Chia Chen Lin

Research output: Contribution to journalArticlepeer-review

138 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)1007-1014
Number of pages8
JournalJournal of Business Research
Issue number9-10
Publication statusPublished - 2010 Sep 1

All Science Journal Classification (ASJC) codes

  • Marketing

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