Journal of Information Systems Engineering and Management

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
Research Article

Journal of Information Systems Engineering and Management, 2017 - Volume 2 Issue 2, Article No: 12
https://doi.org/10.20897/jisem.201712

Published Online: 30 Mar 2017

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How to cite this article
APA 6th edition
In-text citation: (Mazurova, 2017)
Reference: Mazurova, E. (2017). Exploratory Analysis of the Factors Affecting Consumer Choice in E-Commerce: Conjoint Analysis. Journal of Information Systems Engineering and Management, 2(2), 12. https://doi.org/10.20897/jisem.201712
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Mazurova E. Exploratory Analysis of the Factors Affecting Consumer Choice in E-Commerce: Conjoint Analysis. J INFORM SYSTEMS ENG. 2017;2(2):12. https://doi.org/10.20897/jisem.201712
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Mazurova E. Exploratory Analysis of the Factors Affecting Consumer Choice in E-Commerce: Conjoint Analysis. J INFORM SYSTEMS ENG. 2017;2(2), 12. https://doi.org/10.20897/jisem.201712
Chicago
In-text citation: (Mazurova, 2017)
Reference: Mazurova, Elena. "Exploratory Analysis of the Factors Affecting Consumer Choice in E-Commerce: Conjoint Analysis". Journal of Information Systems Engineering and Management 2017 2 no. 2 (2017): 12. https://doi.org/10.20897/jisem.201712
Harvard
In-text citation: (Mazurova, 2017)
Reference: Mazurova, E. (2017). Exploratory Analysis of the Factors Affecting Consumer Choice in E-Commerce: Conjoint Analysis. Journal of Information Systems Engineering and Management, 2(2), 12. https://doi.org/10.20897/jisem.201712
MLA
In-text citation: (Mazurova, 2017)
Reference: Mazurova, Elena "Exploratory Analysis of the Factors Affecting Consumer Choice in E-Commerce: Conjoint Analysis". Journal of Information Systems Engineering and Management, vol. 2, no. 2, 2017, 12. https://doi.org/10.20897/jisem.201712
ABSTRACT
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.
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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.