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A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis

 

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Opened Access A study of consumer preferences for e-retailers’ attributes: an application of conjoint analysis
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Author: Peral Peral, Begoña
Rodríguez-Bobada Rey, Joaquina
Villarejo Ramos, Ángel Francisco
Sánchez Franco, Manuel Jesús
Department: Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Date: 2011
Published in: WSEAS INTERNATIONAL CONFERENCE ON MANAGEMENT, MARKETING AND FINANCES (MMF'11) (5) (5.2011.COSTA MELONERAS, GRAN CANARIA, ESPAÑA)
ISBN/ISSN: 978-960-474-287-5
Document type: Presentation
Abstract: 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.
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URI: http://hdl.handle.net/11441/34240

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Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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