Title: Preferences of Indian consumers towards attributes of online shopping websites: a conjoint analysis

Authors: Aanchal Aggarwal

Addresses: Vivekananda Institute of Professional Studies, Outer Ring Rd, AU Block, Ranikhet, Pitam Pura, New Delhi, Delhi 110034, India

Abstract: The purpose of this study is to explicate the preferences of Indian consumers towards attributes of online shopping websites. Through an in depth literature review, we discovered three attributes of online shopping website considered as most important by consumers that will increase their purchase intensions i.e. perceived usability, perceived security and perceived information quality. These three attributes consists of eight different factors namely site design, shopping convenience, transaction security, payment system, delivery, product value, customer communication and special content information. In all, 300 Indian consumers of Delhi NCR region who are online shoppers had been surveyed to conduct the above research agenda with the help of conjoint analysis using OLS regression model. It is found that the perceived information quality is most important attribute followed by perceived security and perceived usability. Also, the factors that are most preferred under these attributes are product value, transaction security and site design respectively.

Keywords: online shopping; website attributes; perceived usability; perceived security; perceived information quality; purchase intentions; B2C marketplace.

DOI: 10.1504/IJPSPM.2020.110132

International Journal of Public Sector Performance Management, 2020 Vol.6 No.5, pp.605 - 621

Received: 02 Apr 2019
Accepted: 26 Apr 2019
Published online: 07 Oct 2020 *

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