Customer perceived determinants of online buying: A conjoint experiment

This paper examines the application of conjoint analysis for identifying customer preferences on different levels in certain attributes that significantly decides satisfaction towards e-commerce. The results of the tests identified that logistic dimension followed by attributes creating better customer experience occupies top importance in the perceptions of Indian customers. At attribute level, interactive features and shipping cost considerations are perceived more important by customers. A general conclusion drawn from the study was that innovative aspects that bring better interactive capabilities and developing trust about inward and outward logistic activities are essential to develop and retain customer satisfaction in e-commerce.