ONLINE SHOPPING’S VITAL INTERFACE COMPONENTS AND THEIR RELATIVE IMPORTANCE IN ONLINE SHOPPING TASKS: A CONJOINT APPROACH

Abstract

ii Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping interface components has the potential to advance knowledge of online consumer behavior and to inform design decisions concerning consumer-oriented Web sites. To date, little research has been completed regarding how interface components hinder or aid consumer perceptions of the online marketing message. This dissertation investigates the relative importance of online shopping interface components for online consumer shopping tasks and the role they play within the context of the Elaboration Likelihood Model’s central and peripheral routes of persuasion. The important and relative issues surrounding online shopping were explored, finding the core components of convenience, access to information, and trust. These components were then implemented in an online shopping task. Respondents considered thoughtfully (central route) marketing messages that involved issues of minimizing travel, information access, and fraud protection. The specific preference of respondent