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Günter Silberer, Jan-Frederik Engelhardt, N. Wasmuth

E-shop-features from a customer´s point of view - results of a Conjoint Analysis

A crucial factor for success concerning the acquistion of customers and the realisation of purchases in e-Shops is the organisation of the user interface. Here the user judges the attributes of the online shop in form and content with regard to the utilisable value of the realisation of his intention. The following behaviour in the shop is planned as well as decided on this basis. The study conducted to identify the formal and textual use values is characterised methodically by the recourse to the Conjoint Measurement as a decompositional approach to the measurement of preferences. Until now the employment of the Conjoint Measurement as a method to evaluate websites is an unattended but superior approach in comparison with the compositional approach in general. On the one hand the article presents the use values and relative importance concerning formal and textual attributes of websites for customer purposes and on the other hand it shows first experiences according to the employment of the Conjoint Measurement to evaluate websites.

i-com, Oldenbourg Wissenschaftsverlag

Print ISSN: 1618-162X
Volume: 01, 02/2002
Pages: 024

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