Ponencia
A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
Autor/es | Peral Peral, Begoña
Rodríguez-Bobada Rey, Joaquina Villarejo Ramos, Ángel Francisco Sánchez Franco, Manuel Jesús |
Departamento | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) |
Fecha de publicación | 2011 |
Fecha de depósito | 2016-02-05 |
Publicado en |
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ISBN/ISSN | 978-960-474-287-5 |
Resumen | The aim of this paper is to determine and analyse consumer preferences regarding the profiles of an
e-retailer’s website. Two types of products are examined to test whether there are differences in the individuals’
preferences. ... The aim of this paper is to determine and analyse consumer preferences regarding the profiles of an e-retailer’s website. Two types of products are examined to test whether there are differences in the individuals’ preferences. We conduct an initial study, from which we identify the principal attributes valued by the participants in the survey. These attributes are 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. There are differences in the relative importance assigned to the attributes, depending on the product type, but no significant differences are found in the participants’ preferences when these are analysed according to gender or previous experience of online shopping. |
Cita | Peral Peral, B., Rodríguez-Bobada Rey, J., Villarejo Ramos, Á.F. y Sánchez Franco, M.J. (2011). A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis. (210-215), 5th WSEAS International Conference on Management Marketing and Finances (MMF '11): WSEAS - World Scientific and Engineering Academy and Society. |
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