Click on the PDF link for the complete article.
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.
- © Copyright Advertising Research Foundation 2003