Effects of B2C retailing website features on customer online purchase intention, using conjoint analysis

Success or failure of online B2C businesses depends on identification of website features which affect customer online purchase intention positively the most. For better profitability، online businesses must be aware of their customer''s preferences between functions and services provided by their webshop. Then، using a conceptual model that identifies customer''s preferences and estimates utility scores of shopping website features is crucial for e-retailers. The present conceptual model determines customer''s favorite functions of e-stores، utility scores and relative preferences in form of technology factors، shopping factors and product factors. 399 valid responses were gathered utilizing online questionnaire and analyzed by conjoint analysis algorithm. Results unveiled that «digital certification and encryption» (security) and «product exchange andreturn services» (convenience) were the most important features for customer''s online purchase intention. Findings are discussed and implications are provided.