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Using Conjoint Analysis to Identify ...

Walters, Charlene L.

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Using Conjoint Analysis to Identify the Determinants of Female Consumers' Online Website Purchase Choices.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Using Conjoint Analysis to Identify the Determinants of Female Consumers' Online Website Purchase Choices./
Author:	Walters, Charlene L.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2015,
Description:	220 p.
Notes:	Source: Dissertation Abstracts International, Volume: 76-05(E), Section: A.
Contained By:	Dissertation Abstracts International76-05A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3671967
ISBN:	9781321492613

Using Conjoint Analysis to Identify the Determinants of Female Consumers' Online Website Purchase Choices.
Walters, Charlene L.

Using Conjoint Analysis to Identify the Determinants of Female Consumers' Online Website Purchase Choices. - Ann Arbor : ProQuest Dissertations & Theses, 2015 - 220 p.

Source: Dissertation Abstracts International, Volume: 76-05(E), Section: A.

Thesis (Ph.D.)--Northcentral University, 2015.

Online retails sales have grown to more than $239 billion per year; female consumers have been a significant part of that growth. The problem that this study sought to address is that it was not yet known why women choose to buy from one website versus another. The purpose of this quasi-experimental study was to bridge the gap in the existing literature by using utility theory to evaluate female consumers' online purchase behavior according to the influence of the perceived ease of website use, the website's aesthetics/appearance, online word of mouth/website reviews, prior website visitation/familiarity, and the website's privacy/security policy. This findings associated with this study enable online sellers to create effective gender-specific marketing and web design strategies. To this end, a quantitative, quasi-experimental study using choice-based conjoint analysis was employed. Participants included 246 American females and 201 American males who have used the Internet to make a purchase within the past year. Using utility theory, all five attributes were shown to significantly influence female consumers' online purchase behavior, with online word of mouth/website reviews found to be the most influential with a utility/importance score of 45.94, followed by privacy/security policy (18.13), prior website visitation/familiarity (14.60), website aesthetics/appearance (13.80), and perceived ease of website use (7.522). It was also noted that the two attributes that were significantly higher for women than men were the perceived ease of website use and the privacy/security policy, and that the ranking of the attributes by utility was identical for male and female participants. Recommendations for future research include expounding upon this study by conducting a true experimental study, and using a sample group with narrower demographic parameters.

ISBN: 9781321492613Subjects--Topical Terms:

536353
Marketing.

Using Conjoint Analysis to Identify the Determinants of Female Consumers' Online Website Purchase Choices.
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500 $a Source: Dissertation Abstracts International, Volume: 76-05(E), Section: A.
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520 $a Online retails sales have grown to more than $239 billion per year; female consumers have been a significant part of that growth. The problem that this study sought to address is that it was not yet known why women choose to buy from one website versus another. The purpose of this quasi-experimental study was to bridge the gap in the existing literature by using utility theory to evaluate female consumers' online purchase behavior according to the influence of the perceived ease of website use, the website's aesthetics/appearance, online word of mouth/website reviews, prior website visitation/familiarity, and the website's privacy/security policy. This findings associated with this study enable online sellers to create effective gender-specific marketing and web design strategies. To this end, a quantitative, quasi-experimental study using choice-based conjoint analysis was employed. Participants included 246 American females and 201 American males who have used the Internet to make a purchase within the past year. Using utility theory, all five attributes were shown to significantly influence female consumers' online purchase behavior, with online word of mouth/website reviews found to be the most influential with a utility/importance score of 45.94, followed by privacy/security policy (18.13), prior website visitation/familiarity (14.60), website aesthetics/appearance (13.80), and perceived ease of website use (7.522). It was also noted that the two attributes that were significantly higher for women than men were the perceived ease of website use and the privacy/security policy, and that the ranking of the attributes by utility was identical for male and female participants. Recommendations for future research include expounding upon this study by conducting a true experimental study, and using a sample group with narrower demographic parameters.
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