What do customers consider important in B2B websites?

被引：41

作者：

Chakraborty, G ^{[1
]}

Lala, V ^{[1
]}

Warren, D ^{[1
]}

机构：

[1] Oklahoma State Univ, Stillwater, OK 74078 USA

来源：

JOURNAL OF ADVERTISING RESEARCH | 2003年 / 43卷 / 01期

关键词：

D O I：

10.2501/JAR-43-1-50-61

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Based on prior research, we identified seven factors that customers might consider important in a business-to-business website. Using a rigorous scale development procedure and a field study with 606 business customers, we developed valid and reliable scales for measuring these factors. Results revealed that organization is the most important factor in a website. This is followed by nontransaction-related interactivity, privacy/ security, and informativeness. The other factors (transaction-related interactivity, personalization, and entertainment) were found to be relatively less important. Managerially useful differences were found in the importance ratings of these factors for those who use the web for purchase versus those who use the web for nonpurchase activities.

引用

页码：50 / 61

页数：12

共 29 条

[1] STRUCTURAL EQUATION MODELING IN PRACTICE - A REVIEW AND RECOMMENDED 2-STEP APPROACH [J].