Web Perception and Young Consumers: An Empirical Investigation of Factors Influencing Perceptions of Online Companies

The purpose of this study is to identify and empirically test factors important to building a positive Web perception among young consumers. Factors that affect Web perception are divided into Web design, vendor, and product/service groups. Based on regression analysis we found that Web design and p...

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Bibliographic Details
Published in:Journal of Internet commerce 2004-07, Vol.3 (2), p.53-77
Main Authors: Lepkowska-White, Elzbieta, Page, Christine, Youndt, Mark
Format: Article
Language:English
Subjects:
product characteristics
vendor characteristics
Web design characteristics
Web perceptions
young consumers
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Summary:The purpose of this study is to identify and empirically test factors important to building a positive Web perception among young consumers. Factors that affect Web perception are divided into Web design, vendor, and product/service groups. Based on regression analysis we found that Web design and product/service characteristics play the most important roles in developing a positive Web perception among young consumers. More specifically, online vendors must provide a vast selection of products that are of high quality, and their sites must be fast, easy to navigate, contain relevant information, and allow ease of ordering.
ISSN:1533-2861
1533-287X
DOI:10.1300/J179v03n02_04