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

Technology In o ma ion and Science Managemen o Jou nal In e na ional The (IJMSIT) Publishe s NAISIT Chie in Edi o [email p o ec ed] Email: Po ugal, In e io , Bei a o Uni e si y Fe ei a, J. J. Edi o s Associa e Po ugal in e io , Bei a o Uni e si y Fe ei a, M. J. João Edi o -in-Chie : Edi o s: Main USA Memphis, o Uni e si y and Po ugal Lisbon, o Ins i u e Uni e si y Fe ei a, F. A. Fe nando Spain Ba celona, o Uni e si y Lindahl, Me igó M. José Edi o s: Assis an Uni e si y, Po ucalense and (UBI) Sciences Business in Uni -Resea ch NECE a Reseache Fe nandes, C is ina Po ugal UK Reading, o Uni e si y Co, Jess Po ugal Lisbon, o Ins i u e Uni e si y Jalali, S. Ma jan Boa d: Ad iso y Edi o ial UK Managemen , o School Ca di Lincoln, Adebimpe Is ael College, Academic Ne anya Tzine , Aha on USA Pennsyl ania, Uni e si y, Mo is Robe Smi h, D. Alan Spain Ba celona, o Uni e si y La uen e, G. 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Alexande Ne he lands The Ams e dam, Uni e si y VU Sha panskykh, Alexei USA Yo k, -Yo k, Uni e si y S a e Pennsyl ania Ka a, Ali B azil Rio, G ande Uni e sidade F ei as, Angilbe o Po ugal In e io , Bei a o Uni e si y Paço, do A minda Finland Jy äskylä, o Uni e si y Ojala, A o Po ugal Dou o, Al o e T as-os-Mon es o Uni e si y Ma ques, Ca la Tu key Uni e si y, Çuku o a Tano a, Cem B azil Ca a ina, San a de Fede al Uni e sidade Tol o, C is iano Po ugal B anco, Cas elo o Ins i u e Poly echnic Es e ão, S. C is ina C oa ia Spli , o Uni e si y Mioce ic, Da io Zealand New School, Business Auckland o Uni e si y The Aska any, Da ood USA Washing on, o Uni e si y Re e e, Deb a USA Ohio, Cincinna i, o Uni e si y Go mley, Kolesa Denise Kong Hong Technology, and Science o Uni e si y Kong Hong Chiu, K.W. Dickson Spain Na a a, o Uni e si y Melé, Domènec B azil School, Business FUCAPE Maina des, Eme son USA Uni e si y, A izona No he n O enyo, E. E ic USA Uni e si y, Illinois Sou he n Wa son, W. Geo ge B azil Ma ia, San a de Fede al Uni e sidade Mou a, de Luiz Gilnei China Uni e si y, Psychology,Zhejiang o Depa men Zhong, An Jian Po ugal Lisbon, Uni e si y, Ca holic Po uguese Sciences, Human o Facul y Pin o, Ca nei o Joana Spain Valencia, o Uni e si y Aleg e, Joaquín USA Je sey, New Business, o School Anisfield Rako obe, Thie y Joel USA , FL San o d, Flo ida, Cen al o Uni e si y Ma usi z, Jona han India Kha agpu , Technology o Ins i u e Indian S i as a a, L. B. Kailash Ne he lands Twen e,The o Uni e si y Sande s, Ka in Ge many Koblenz-Landau, o Uni e si y T oi zsch, G. Klaus China Nanjing, Technology, o Uni e si y Nanjing Shi, Kui an Po ugal ISLA, Fa ia, Cos a da Liliana Canada On a io, Wes e n o Uni e si y Cap e z, Fe nando Luiz USA Business, o College Godkin, Lynn Canada Winnipeg, o Uni e si y Liu, Chunhui Maggie Belgium Liège, o Uni e si y Ausloos, Ma cel USA Texas, Uni e si y,Den on, Woman's Texas Benham-Hu chins, Ma ge Spain G anada, o Uni e si y Pé ez-A ós egui, Nie es Ma ía I aly Udine, o Uni e si y Cagnina, Rosi a Ma ia Uni e si y,Taiwan Hwa Dong Na ional Taba a, Mayumi Po ugal Uni e si y, Lusíada and Uni e si y Po ucalense Pinho, Micaela I aly Basilica a, o Uni e si y Renna, Paolo Po ugal Coimb a, o Uni e si y Cunha, Rupino Paulo Ge many Uni e si y, Saa land Loos, Pe e Spain Vigo, de Emp esas de Adminis ación e Economia de F. Ga cía, Piñe o Pila Romania Bucha es , S udies, Economic o Uni e si y Bucha es Gheo ghe, N. Popescu Economic o Uni e si y Bucha es The and Sa u-Ma e o Academy Comme cial The Ad iana, Ve onica Popescu Romania Bucha es , S udies, India Technology, and Managemen o Ins i u e Singh, Ramanjee Po ugal o Uni e si y Ca holic Mo ais, Rica do Spain Rioja, o Uni e si y O iz, Fe nández Ruben Canada Mani oba, o Uni e si y Thulasi am, K. Ruppa USA NJ, Uni e si y,Mon clai , S a e Mon clai Kim, Soo Taiwan Uni e si y, Ya -Sem Sun Na ional Chiou, Wen-Bin USA GA, ,Augus a, College Paine Lawless, Willaim Singapo e Uni e si y, Managemen Singapo e Koh, T.H. Wins on Table o Con en s This is one pape o The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 38 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 A STUDY OF CONSUMER PREFERENCES FOR E-RETAILERS’ ATTRIBUTES: AN APPLICATION OF CONJOINT ANALYSIS. BEGOÑA PERAL PERAL JOAQUINA RODRÍGUEZ-BOBADA REY ANGEL FRANCISCO VILLAREJO RAMOS UNIVERSIDAD DE SEVILLA The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 39 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 ABSTRACT The aim o his wo k is o de e mine and analyse consume p e e ences ega ding he p o iles o an e- e aile ’s web page. Two ypes o p oduc s a e examined, a pleasu e ip and a lap op compu e , o es whe he he e a e di e ences in he indi iduals’ p e e ences. The e a e wo easons o his choice: hese wo p oduc s a e pu chased he mos o e he In e ne in Spain and he di e en mo i es o buying hem hedonic-pleasu able and u ili a ian. We conduc ed an ini ial s udy, om which we iden i ied he p incipal a ibu es alued by he pa icipan s in he su ey. These a ibu es we e hen used o design he p o iles o he conjoin analysis. The a iables ha a e mos ele an o he shopping ask a e hose which ecei e a highe esponse equency. In bo h p oduc s, he a ibu es ha a e mos alued by he pa icipan s a e he i ual s o e’s secu i y and p i acy policy. Howe e , o a lap op compu e , consume s also emphasize he impo ance o he p o ision o he echnical de ails o he p oduc and he ac ha he supplie also has a physical s o e. We ecommend ha e- e aile s’ web pages need o cla i y and acili a e access o he mos ele an a iables o he shopping ask. Likewise, public ins i u ions and e- e aile s need o con inue o wo k owa ds minimising non-buye s’ ejec ion o online pu chasing and hei ea s ega ding secu i y on he Web. Fi ms wi h bo h physical and online ou le s ha e an impo an compe i i e ad an age o e pu e-playe s, o ce ain p oduc s a leas . Keywo ds e- e aile s, consume beha iou , conjoin analysis. INTRODUCTION Elec onic comme ce has made apid and adical changes o he way we make ou pu chases oday. P oo o his is he €2.322 million -wo h o goods and se ices pu chased o e he In e ne in Spain in he second imes e (CMT, 2011). Howe e , i ms should no ocus solely on inc easing hei In e ne sales, bu a he , as Rus e al. (2001) indica e, conside he po en ial sales hey a e missing ou on because hey a e no o e ing wha he consume wan s. P e ious s udies ha e analysed he ela i e impo ance o he a ibu es o a websi e, unde s ood as “ hose ac o s bo h unc ional and psychological The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 40 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 ha exis in an online s o e” (Lim and Dubinsky, 2004, p.501). Palme (2002) and Yun and Good (2007) ound ha no all o a web page’s a ibu es will ecei e he same a ou able esponse om online consume s. I is essen ial he e o e o unde s and how cus ome s e alua e di e en a ibu es when hey decide o make an online pu chase [Iqbal e al. (2003); Ba e al. (2005); Shun and Yunjie (2008)]. In o he wo ds, elec onic comme ce needs o iden i y and ocus on de eloping a ibu es which inc ease alue o he cus ome [Han and Han (2002); Su (2007)]. The speci ic aim o his esea ch is o iden i y and analyse consume s’ p e e ences o he di e en a ibu es o e- e aile s’ web pages. P io s udies ha e ocused on unde s anding whe he a consume ’s p e e ence o online shopping changes wi h di e en ypes o p oduc s (Ko gaonka e al., 2006). In his in es iga ion, he p oduc s we ha e chosen a e pleasu e ips and lap op compu e s because hese a e he i ems ha a e pu chased he mos o e he In e ne in Spain. In 2010, 52.4% and 42.93% o In e ne shoppe s bough a el icke s and booked accommoda ion espec i ely; and elec onic p oduc s in gene al we e pu chased by one in ou In e ne shoppe s in Spain (ONTSI, 2011). Ano he eason o his choice is he di e en mo i es o buying hese wo p oduc s, espec i ely being, hedonic-pleasu able and u ili a ian. This dis inc ion be ween he ype o p oduc analysed allows us o ca y ou a conjoin analysis o es whe he he e a e di e ences in he impo ance gi en o di e en a ibu es. Following a li e a u e e iew, we explain he me hodology used and he easons o ou choice. We hen se ou he esul s o ou conjoin analysis and p opose a numbe o a gumen s and implica ions o hei de elopmen . Las ly, he s udy’s limi a ions and u u e lines o esea ch will be discussed. CONCEPTUAL BACKGROUND To unde s and a consume ’s choice o e- e aile , we mus conside he ela i e impo ance ha consume s gi e o i s a ibu es a he ime o pu chase (Lim and Dubinsky, 2004). P io s udies ha e analysed he a ibu es o he online s o e as p edic o s o he consume s’ in en ion o buy [Ba e al., (2005); Su, (2007)], hei sa is ac ion, hei accep ance o new echnology (Song and Zinkhan, 2003), hei a i ude owa ds online pu chases (Lim and Dubinsky, 2004) and cus ome loyal y [Zei haml e al., (2002); Yun and Good, (2007)]. We now discuss he dimensions p oposed in p e ious in es iga ions, ci ed below: me chandise, con enience, in e ac i i y, na iga ion, eliabili y, p omo ions and design. The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 47 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 3. Resul s o ini ial s udy We ecei ed 140 alid ques ionnai es, om s uden s en olled in wo deg ee cou ses, o whom 65% we e women and 92% o he sample was unde 27 yea s o age, 65% o he pa icipan s had made an online pu chase in he p e ious yea and 78% in ended o do so o e he coming yea . The pa icipan s indica ed he mos impo an a ibu es o a i ual s o e (Table 2) some o which a e common o bo h p oduc s, while o he s show s a is ically- signi ican di e ences acco ding o he p oduc ii. Table 2. Ini ial s udy: Pe cen ages o choice o a ibu es Pleasu e ip Lap op compu e A ibu esiii % o choice % o choice P ice o he p oduc / se ice 77.857 80.714 P oduc gua an ee and e u ns policy 64.286 77.857 Da a secu i y and p i acy policies 61.429 52.857 Paymen in o ma ion 55.000 40.714 P oduc ’s images 46.429 53.571 Exis ence o al e na i e paymen 45.714 46.429 Make phone o e-mail con ac 40.714 38.571 Op ion o ese e p oduc s 39.286 17.857 Company epu a ion 38.571 36.429 Pos ing cus ome e iews 37.857 30.714 In o ma ion on how o buy 36.429 30.714 In o ma ion on pos age and packing cos s 32.143 40.000 Technical p oduc desc ip ion 30.714 61.429 Well-know b ands 20.000 32.143 Physical s o e dis ibu o 17.142 32.143 The esul s show ha he abili y o make a ese a ion (co =-0.237, sig=0.000) and paymen op ions in o ma ion (co =-1.143, sig=0.017) a e gi en he g ea es alue in he case o a el. Fo a lap op compu e , he mos equen ly selec ed a ibu es a e he p o ision o echnical in o ma ion (co =0.308, sig=0.000), ha ing a b icks and mo a p esence (co =0.174, sig=0.003), s ocking well- known b ands (co =0.138, sig=0.021) and o e ing a p oduc gua an ee and e u ns policy (co =0.150, sig=0.012). The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 48 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 Fu he mo e, o each p oduc we analysed whe he he e we e any signi ican co ela ions be ween a ibu es. This is because a ac ional ac o ial design (Hai e al., 2000) mus be o hogonal, ha is, he e should be no co ela ion be ween a ibu es. The 2- ailed signi icance o he Fishe s a is ic indica ed ha he e was a ela ionship be ween some o he a ibu es: o he a el p oduc , he co ela ed pai s we e paymen in o ma ion and he exis ence o se e al paymen op ions (2- ailed sig. =0.011); and he i m’s epu a ion and p ice (2- ailed sig. =0.039). In he case o he lap op, he ela ed a ibu es we e in o ma ion on how o pay and p ice (2- ailed sig. =0.015); and epu a ion and p ice (2- ailed sig. =0.001). We he e o e emo ed he in o ma ion on how o pay and he i m’s epu a ion, because, in addi ion o hei s a is ical signi icance, we ecognise he concep ual ela ionship be ween each espec i e pai . 4. Applica ion o conjoin analysis The i s s ep was o selec he mos impo an a ibu es – hose which we e mos equen ly chosen in he pilo s udy [Baue and Scha l, (2000); Ba e al., (2005)]. Then, o limi he amoun o in o ma ion gi en o he esponden s (a high numbe o a ibu es gene a es a g ea numbe o p o iles o he pa icipan s o e alua e), we chose a numbe o a ibu es ha would gi e he igh balance. Finally, because o he signi ican di e ences, we used a di e en lis o a ibu es o each p oduc . The e we e nine in o al: wi h se en a ibu es in common and wo which we e di e en o each p oduc . The nex s ep was o decide on he le els o each a ibu e, making hem ealis ic in o de o inc ease he alidi y o he p e e ences (Table 3). Table 3: A ibu e and a ibu e le els A ibu es A ibu e le els P ice o p oduc /se ice High p oduc s p ice Medium p oduc s p ice Low p oduc s p ice P oduc gua an ee and e u ns policy Yes No Da a secu i y and p i acy policies Bo h policies Ei he policy No policy Common o bo h p oduc s P oduc ’s images Yes No The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 49 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 Exis ence o al e na i e paymen C edi ca d Cash paymen Pay by ins almen s Op ions o make phone o e-mail con ac Yes No In o ma ion on pos age and packing cos s Yes No Op ion o ese e p oduc Yes No Only o pleasu e ip Pos ing cus ome e iews Yes No Technical p oduc desc ip ion Yes No Only o lap op compu e Physical s o e dis ibu ion Yes No Ou s udy consis s o six a ibu es wi h wo le els and h ee a ibu es wi h h ee le els, o each p oduc analysed, gi ing a possible 1,728 combina ionsi . Gi en he di icul y o e alua ing such a high numbe o combina ions we used a ac ional ac o ial design, which p o ides an app op ia e ac ion o all he possible combina ions o he a ibu e le els. The o hogonal ma ix was designed using he SPSS 17.0 O hoplan p ocedu e, which cap u es he main e ec s o each a ibu e. This ma ix consis s o eigh een p o iles, six een o which we e used o es ima e he model pa ame e s and he emaining wo we e used o alida e he esul s. We used he ull p o ile me hod o da a collec ion. Each pa icipan was asked o ank he eigh een combina ions i on a scale o 1 (leas p e e ed) o 7 (mos p e e ed). The p e e ence model chosen is he pa -wo h unc ion model, which is sui able o ca ego ical da a. To es ima e he model’s pa ame e s, he ela i e impo ance o he a ibu es and he pa ial u ili y o he le els, we used he SPSS 17 Conjoin P ocedu e. Fo he in e nal alida ion measu es we used he Pea son co ela ion coe icien and he Kendall au coe icien . The popula ion sample used o ob ain he da a consis ed o uni e si y s uden s, who had no pa icipa ed in he ini ial ques ionnai e. The con enience sample includes s uden s om i e uni e si y cou ses, which co e s a b oad spec um o he s uden popula ion. We con ac ed 290 pa icipan s, and ecei ed 274 esponses in he case o choosing a pleasu e ip and 270 o he lap op compu e . The The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 50 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 esponden s’ demog aphic da a is shown in Table 4. The sample desc ip i es o bo h he pilo s udy and he conjoin analysis we e e y simila and we can he e o e assume ha i is accep able o apply he mos impo an a ibu es o he choice o an e- e aile ha we e iden i ied in he pilo s udy o he conjoin analysis. Table 4. Samples cha ac e is ics (in pe cen ages) Cha ac e is ics Inicial s udy (n=140) Pleasu e ip (n=274) Lap op compu e (n=270) 18 o 27 yea s 92 92 91,5 Age 27 + yea s 8 8 8.5 Female 65 63.6 63.5 Sex Male 35 36.4 36.5 Yes 65 65.7 67.8 P e ious online pu chase No 35 34.7 32.2 Yes 78 78.1 80 Fu u e pu chase in en ion No 22 219 20 ANALYSIS OF THE RESULTS OBTAINED FROM THE CONJOINT ANALYSIS In he example o a pleasu e ip, he a ibu es ha a e mos alued by he pa icipan s a e he i ual s o e’s secu i y and p i acy policy, ha ing a p oduc p ice lis and a ailabili y o p oduc images (Table 5). The pa icipan s’ sa is ac ion wi h each le el o he a ibu es enables us o iden i y he sample’s p e e ed online e aile . This will be he s o e ha combines he le els wi h he g ea es pa ial u ili y: p o iding low p oduc p ices, a p oduc gua an ee and e u ns policy, p oduc images, da a secu i y and p i acy policies, he op ion o he cus ome o pay by ins almen s, he op ion o make elephone o e-mail con ac , clea ly isible pos age and packing cos s, he op ion o ese e p oduc s and pos ing cus ome e iews. The o al o he pa ial u ili ies o hese le els indica es he o al u ili y a ibu ed o he p e e ed online s o e, plus he cons an , which gi es a o al alue o 5.836 ii. Table 5. Rela i e a ibu e impo ance and pa -wo h u ili ies o a ibu e le els. Pleasu e ip. A ibu es Rela i e impo ance Le els Pa -wo h u ili y es ima es S d.e o 1 -0.201 0.099 2 -0.123 0.130 P ice o p oduc /se ice 13.565 3 0.324 0.130 The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 51 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 1 0.368 0.074 P oduc gua an ee and e u ns policy 11.183 2 -0.368 0.074 1 0.394 0.074 P oduc ’s images 11.364 2 -0.394 0.074 1 0.383 0.117 2 0.182 0.140 Da a secu i y and p i acy policies 17.013 3 -0.565 0.117 1 -0.039 0.099 2 0.001 0.116 Exis ence o al e na i e paymen 10.361 3 0.038 0.116 1 0.370 0.080 Make phone o e-mail con ac 10.621 2 -0.370 0.080 1 0.335 0.074 In o ma ion on pos age and packing cos s 10.268 2 -0.335 0.074 1 0.259 0.074 Op ion o ese e p oduc 8.390 2 -0.259 0.074 1 0.218 0.080 Pos ing cus ome e iews 7.235 2 -0.218 0.080 Cons an = 3.147. Pea son´s R: Value = 0.990, sig. =0.000. Kendall´s au: Value = 0.883, sig. =0.000. Kendall´s au o holdou s: Value = 1, sig. =0.000 As o he eliabili y o he esul s, he Pea son co ela ion coe icien is 0.990, and he Kendall au is 0.883, which indica es ha he esul s ob ained a e eliable. Kendall au coe icien o he wo holdou p o iles and hei alue o 1 con i ms he alidi y o he esul s. In he case o he lap op compu e , he a ibu es gi en he highes alue by he pa icipan s a e he da a secu i y and p i acy policies, he p oduc p ice and he p oduc gua an ee and e u ns policy (Table 6). The le els ha comp ise he ideal p o ile a e low p oduc p ices, a p oduc gua an ee and e u ns policy, p oduc images, he implemen a ion o a da a secu i y and p i acy policies, he abili y o pay by ins almen s, he abili y o con ac he s o e by elephone o e-mail, clea ly isible pos age and packaging cos s and a physical s o e. The sum o he pa ial u ili ies o hese le els is 5.68 iii, which is he highes global u ili y ha a p o ile can a ain. Table 6: Rela i e a ibu e impo ance and pa -wo h u ili ies o a ibu e le els. Lap op compu e . The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 52 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 A ibu es Rela i e impo ance Le els Pa -wo h u ili y es ima es S d. e o 1 -0.102 0.118 2 -0.075 0.138 P ice o p oduc /se ice 12.762 3 0.177 0.138 1 0.365 0.088 P oduc gua an ee and e u ns policy 11.356 2 -0.365 0.088 1 0.341 0.088 P oduc ’s images 10.034 2 -0.341 0.088 1 0.315 0.118 2 0.243 0.138 Da a secu i y and p i acy policies 16.003 3 -0.558 0.138 1 -0.064 0.118 2 0.158 0.138 Exis ence o al e na i e paymen 10.565 3 -0.093 0.138 1 0.255 0.088 Make phone o e-mail con ac 8.062 2 -0.255 0.088 1 0.297 0.088 In o ma ion on pos age and packing cos s 9.315 2 -0.297 0.088 1 0.384 0.088 Technical p oduc desc ip ion 11.270 2 -0.384 0.088 1 0.350 0.088 Physical s o e dis ibu ion 10.633 2 -0.350 0.088 Cons an = 3.038. Pea son´s R: Value= 0.986, sig. =0.000 Kendall´s au: Value= 0.900, sig. =0.000. Kendall´s au o holdou s: Value= 1, sig. =0.000 Wi h ega d o he eliabili y o he esul s, he Pea son co ela ion coe icien alues, Kendall au (0.986; 0.9) and Kendall au o he holdou p o iles show ha he esul s a e eliable. Finally, we compa ed he esul s om conjoin analysis wi h he eplies om he 257 s uden s who esponded o bo h p oduc s [Keen, e al. (2004); Chiam e al. (2009)]. Fou o he a ibu es a ained simila and ha e high e alua ions in bo h cases (Table 7). Table 7: Rela i e a ibu e impo ance and pa -wo h u ili ies o a ibu e le els o bo h p oduc s. (Sample size = 257 esponden s). The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 53 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 Pleasu e ip Lap op compu e A ibu es Rela i e impo ance Pleasu e ip Rela i e impo an e Lap op compu e Le els Pa -wo h u ili y es ima es S d. E o Pa -wo h u ili y es ima es S d. E o 1 -0.212 0.098 -0.103 0.119 2 -0.125 0.129 -0.074 0.138 P ice o p oduc /se ice 13.522 12.765 3 0.337 0.129 0.177 0.138 1 0.381 0.074 0.365 0.089 P oduc gua an ee and e u ns policy 11.351 11.357 2 -0.381 0.074 -0.365 0.089 1 0.402 0.075 0.342 0.088 P oduc ’s images 11.570 10.038 2 -0.402 0.075 -0.342 0.088 1 0.375 0.116 0.314 0.120 2 0.177 0.140 0.245 0.138 Da a secu i y and p i acy policies 16.826 16.001 3 -0.552 0.116 -0.559 0.138 1 -0.051 0.099 -0.065 0.118 2 0.002 0.115 0.159 0.139 Exis ence o al e na i e paymen 10.412 10.564 3 0.049 0.115 -0.094 0.139 1 0.364 0.081 0.255 0.087 Make phone o e- mail con ac 10.389 8.063 2 -0.364 0.081 -0.255 0.087 1 0.339 0.074 0.299 0.088 In o ma ion on pos age and packing cos s 10,408 9.312 2 -0.339 0.074 -0.299 0.088 1 0.257 0.073 - - Op ion o ese e p oduc 8.35 - 2 -0.257 0.073 - - 1 0.220 0.079 - - Pos ing cus ome e iews 7.182 - 2 -0.220 0.079 - - 1 - - 0.386 0.087 Technical p oduc desc ip ion - 11.271 2 - - -0.386 0.087 1 - - 0.350 0.088 Physical s o e dis ibu ion - 10.628 2 - - -0.350 0.088 The mos impo an a ibu e is he conce n o p i acy and secu i y, which was acco ded he highes alue in he a el ca ego y. Acco ding o Ba e al. (2005, p.135), p i acy is gi en a g ea e The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 54 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 alue o p oduc s which in ol e sensi i e da a, such as a ip, since his equi es in o ma ion such as a cus ome ’s whe eabou s and ac i i ies. In second place is p icing in o ma ion, which is also mo e impo an in he pleasu e ip example (Chiam e al., 2009). Two o he a ibu es, he p oduc gua an ee and e u n policy and in o ma ion on paymen me hods, a e gi en simila ela i e impo ance. The e a e di e ences in he ela i e impo ance gi en o he o he a ibu es. Whe eas o he pleasu e ip, p oduc images is he hi d mos impo an , o he lap op, he impo an a ibu es a e he echnical desc ip ion o he p oduc and he ac ha he supplie also has a physical s o e. These esul s may be explained by he p oduc ype. In he case o he compu e , he indi idual is conside ed o be in a si ua ion o high a ional in ol emen , which means ha he sea ch o in o ma ion is ocused mo e on he echnical aspec s o he p oduc . Fo he ip, on he o he hand, his can be iewed as a si ua ion equi ing high emo ional in ol emen o he indi idual, in which he e is a sea ch o in o ma ion, bu wi h a g ea e ocus on he hedonic-pleasu able elemen s. The di e en a ibu e le els p esen simila pa ial u ili ies, excep in he case o he paymen me hods, since o he pleasu e ip he e is a p e e ence o paying by ins almen s, whe eas o he compu e he op ion o paying up on has a g ea e u ili y. In o de o es whe he he e a e signi ican di e ences in he pa icipan s’ choices o he wo p oduc s, and gi en ha he samples a e ela ed, we applied he Wilcoxon signed- ank es o he se en a ibu es ha a e common o bo h p oduc ypes and hei le els (Table 8). Table 8: Wilcoxon signed- ank es . Rela i e a ibu e impo ance T ip/lap op Pa -wo h u ili y es ima es T ip/lap op Z -2.028(a) -0.071(b) Asymp. Sig. (2- ailed) 0.043 0.943 a Based on posi i e anks. b Based on nega i e anks. The esul s show ha he e a e no signi ican di e ences in he pa ial u ili ies o he le els o he wo p oduc ypes, bu he e a e di e ences in he ela i e impo ance o he a ibu es. The sum o he ela i e impo ance o he se en a ibu es analysed is 84.48% in he case o he ip and 78.1% o he lap op compu e . This means ha , in he case o he lap op, he pa icipan s conside ha almos 22% o an e- e aile ’s o al impo ance is de i ed om he p o ision o he echnical de ails o he p oduc and he exis ence o a physical s o e. Simila ly, he e a e di e ences in he impo ance gi en o he a ibu es. In he case o he pleasu e ip, i e ou o he se en a ibu es analysed ob ain highe alues in his espec han o he lap op. Only he exis ence o al e na i e paymen op ions is conside ed o be sligh ly mo e impo an han in he case o he ip. Finally, u ning o he cha ac e is ics o he esponden s, we es ed The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 55 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 o di e ences be ween he consume s’ p e e ences. The a iables used o segmen he sample we e gende and p e ious expe ience in In e ne pu chasing. Using hese a iables, no s a is ically-signi ican di e ences we e ound in he ela i e impo ance o he a ibu es o in he pa ial u ili y o he le els, o ei he p oduc . DISCUSSION, PRACTICAL IMPLICATIONS AND LIMITATIONS Fi s ly, om he esul s o he ini ial s udy o de e mine he a ibu es o he p o iles o he conjoin analysis, i is clea ha he leas impo an a ibu es a e aspec s o a web page’s design o he a iables which ha e li le ele ance o he ask (E oglu e al., 2001). Howe e , he a iables which assis he shopping ask, such as p ice, p oduc gua an ee and e u ns policy, he da a secu i y and p i acy policies, in o ma ion on how o buy, p oduc images o echnical desc ip ion, all achie ed high selec ion pe cen ages om he pa icipan s. These a iables ha e a u ili a ian mo i e and include all he web page desc ip o s ( e bal o pic o ial) which appea on he sc een, making i easie o consume s o achie e hei pu chasing aims. E- e aile s he e o e need o make i easy o iden i y and access he a iables on hei web pages which a e mos ele an o he ask, gi en ha online consume s need his in o ma ion in o de o make he decision o buy. Ne e heless, he a iables ela ing o he a ac i eness o he web page should no be o e looked. Secondly, al hough he secu i y and p i acy policies a e no he mos impo an a ibu e in he ini ial s udy, gi en he esponse equency ob ained o he wo p oduc s analysed, he esul s o he conjoin analysis show ha his is he a ibu e o he web page which is gi en he highes ela i e impo ance. In ac , acco ding o ONTSI (2008), he isk a ached o da a secu i y and con iden iali y is one o he speci ic a gumen s ha non-pu chase s main ain agains online pu chasing. The e o e public ins i u ions wi h policies o suppo elec onic comme ce and he i ms which sell hei p oduc s and se ices on he In e ne should con inue s i ing o minimise consume s’ ejec ion o online pu chasing and hei conce ns ega ding he p oblem o online secu i y. They should publicise he ad ances made in gua an eeing he p i acy o pe sonal da a. Thi dly, we can e i y ha he e a e di e ences in he ela ionship be ween p oduc ype and he mos aluable a ibu es o a web page. Thus, in he case o he lap op, he echnical desc ip ion o he p oduc and he ac ha he e- e aile also ope a es om a physical s o e a e gi en high impo ance. In ac , one o he undamen al easons o In e ne use s no shopping on he web is hei p e e ence o physical s o es, whe e hey can see wha hey a e buying and can ga he all he echnical and comme cial in o ma ion ha hey belie e o be impo an . The e o e, companies wi h physical s o es and an In e ne ou le ha e signi ican compe i i e ad an age o e he pu e-playe s, o ce ain p oduc s a leas , since consume s p e e hese websi es. The In e na ional Jou nal o Managemen Science and In o ma ion Technology (IJMSIT) Issue 3 - (Jan-Ma 2012) (38 - 62) 56 ISSN 1923-0265 (P in ) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM), Copy igh NAISIT Publishe s 2014 Thus, in Ap il 2010, he EU app o ed he new Ve ical Res ain s Block Exemp ion Regula ion, which allows b and owne s o p e en he sale o hei p oduc s on In e ne si es which do no also ha e a physical p esence. They could, o example, choose supplie s wi h a b icks and mo a s o e, in o de o p esen a uni o m sales en i onmen . Fou hly, al hough –in common wi h Bha naga and Ghose (2004) – we ha e been unable o p o e any di e ences in he esponden s’ p e e ences acco ding o hei cha ac e is ics. Conjoin analysis is a me hodology which p o ides manage s wi h use ul in o ma ion which hey can apply o hei web page design s a egy o di e en consume segmen s. Equally, web pages could be ailo ed acco ding o aspec s such as he consume ’s p e ious expe ience as an online shoppe (Zhu and Zhang, 2010) o age (Kim and Fo sy he, 2010). The In e ne is a channel o ma ke ing, in o ma ion and assis ance which allows a high deg ee o adap a ion o each clien ’s p o ile, o help sa is y all o hei consume needs. Ano he al e na i e is p oposed by Kamaku a e al. (1994), Bha naga and Ghose (2004) and Ramaswamy and Cohen (2007), who sugges ha he in o ma ion ega ding pa ial u ili ies ob ained h ough conjoin analysis could be use ully applied o la en class models. These models could be used in u u e in es iga ions o iden i y segmen s which desc ibe he In e ne shoppe acco ding o cha ac e is ics ha a e no known a p io i o he esea che . Once hese segmen s ha e been iden i ied, he socio- demog aphic cha ac e is ics o he indi iduals ha comp ise each segmen could be analysed. This would make i possible o iden i y whe he signi ican di e ences exis be ween he cha ac e is ics o he indi iduals in each segmen , he eby acili a ing web page design imp o emen s and p o iding app op ia e in o ma ion ela ing o he equi emen s o each segmen . Finally, he limi a ions o his esea ch a ise om he me hodology used. The numbe o a ibu es and le els mus be decided by he in es iga o : a conjoin analysis canno be ca ied ou using a high numbe o hem, since he ac o ial design would p oduce oo many p o iles o he indi idual o e alua e. Ano he limi a ion e e s o he ac ha we canno gene alize he esul s as we ha e used a con enience sample o uni e si y s uden s. CONCLUSION In his s udy we ha e analysed consume s’ p e e ences ega ding he a ibu es buil in o e- e aile s’ web pages. Unlike p e ious esea ch, whose dimensions encompass se e al a ibu es, making i di icul o unde s and he impo ance asc ibed o each one, ou s udy used simple a ibu es which can be easily e alua ed by indi iduals. This a o ds a be e unde s anding o how hey ac ually make hei choices, maximising he global u ili y o each a ibu e. We also p o ed ha he ype o p oduc analysed in luences he impo ance o he e- e aile ’s a ibu es. In bo h p oduc s, he a ibu es ha a e mos alued