Exploratory Analysis of the Factors Affecting Consumer Choice in E-Commerce: Conjoint Analysis
Elena Mazurova 1 *
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1 Åbo Academy, Turku, FINLAND
* Corresponding Author


According to previous studies of online consumer behaviour, three factors are the most influential on purchasing behavior - brand, colour and position of the product on the screen. However, a simultaneous influence of these three factors on the consumer decision making process has not been investigated previously. In this particular work we aim to execute a comprehensive study of the influence of these three factors. In order to answer our main research questions, we conducted an experiment with 96 different combinations of the three attributes, and using statistical analysis, such as conjoint analysis, t-test analysis and Kendall analysis we identified that the most influential factor to the online consumer decision making process is brand, the second most important attribute is the colour, which was estimated half as important as brand, and the least important attribute is the position on the screen. Additionally, we identified the main differences regarding consumers stated and revealed preferences regarding these three attributes.


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article


, 2017 - Volume 2 Issue 2, Article No: 12

Publication date: 30 Mar 2017

Article Views: 2871

Article Downloads: 1742

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