Title: Analysing motivational factors influencing selection of commercial websites by consumer in the e-commerce (B2C)

Authors: Ardalan Sameti; Hamidreza Khalili; Hassan Sheybani

Addresses: Young Researchers and Elites' Club, Central Tehran and Shahryar Branches, Islamic Azad University, Iran; MBA Group, Department of Human Science, University of Science and Culture, Bahar Ave, Shahid Ghomoushi Ave, Hemmat Highway, Ashrafi Esfehani Blvd, Tehran, Iran ' Young Researchers and Elites' Club, Central Tehran and Shahryar Branches, Islamic Azad University, Iran; MBA Group, Department of Human Science, University of Science and Culture, Bahar Ave, Shahid Ghomoushi Ave, Hemmat Highway, Ashrafi Esfehani Blvd, Tehran, Iran ' Young Researchers and Elites' Club, Central Tehran and Shahryar Branches, Islamic Azad University, Iran; MBA Group, Department of Human Science, University of Science and Culture, Bahar Ave, Shahid Ghomoushi Ave, Hemmat Highway, Ashrafi Esfehani Blvd, Tehran, Iran

Abstract: This study concentrates on the most important motivational factors which users and customers will deal in commercial websites. This research data has been collected by questionnaire and Delphi method. Besides, the Friedman test and diagnostic analysis were used in order to analyse the data and test the hypotheses. The factors influencing selection of commercial websites can be sorted into the following: visual aesthetics (pleasing appearance), user-friendliness (usability), brand of commercial website, trustworthiness, pricing, products and services' brand (which are offered on the commercial website), online advertising, and security (privacy concern). Furthermore, these factors' interaction has been studied. It should also be considered this study is the first one that has examined the most important factors altogether and comprehensively which influence the selection of commercial websites by consumers (users) to buy (online) from them. Meanwhile, the selection function of consumers (users) has been determined.

Keywords: electronic commerce; e-commerce; electronic marketing; e-marketing; online shopping; consumer behaviour; business to consumer; B2C; motivational factors; website selection; commercial websites; motivation; visual aesthetics; user friendliness; usability; brands; branding; trustworthiness; pricing; security; privacy concerns.

DOI: 10.1504/IJEMR.2016.075326

International Journal of Electronic Marketing and Retailing, 2016 Vol.7 No.1, pp.39 - 65

Received: 08 May 2015
Accepted: 12 Jul 2015
Published online: 15 Mar 2016 *

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