Exploratory Analysis of the Factors Affecting Consumer Choice in E-Commerce: Conjoint Analysis

According to previous studies of online consumer behaviour, three factors are the most influential on purchasing behavior brand, colour and position of the product on the screen. However, a simultaneous influence of these three factors on the consumer decision making process has not been investigated previously. In this particular work we aim to execute a comprehensive study of the influence of these three factors. In order to answer our main research questions, we conducted an experiment with 96 different combinations of the three attributes, and using statistical analysis, such as conjoint analysis, t-test analysis and Kendall analysis we identified that the most influential factor to the online consumer decision making process is brand, the second most important attribute is the colour, which was estimated half as important as brand, and the least important attribute is the position on the screen. Additionally, we identified the main differences regarding consumers stated and revealed preferences regarding these three attributes.