Abstract
The present study investigates a list of technological and social proof attributes with corresponding features that may enhance a shopping site’s efficacy and reputation. A self-administered questionnaire was used to obtain the information that confirms the best fit representing the consumer preference structure for the set of attributes associated with B2C sites. The conjoint analysis results indicate that the respondents accorded maximum importance to two attributes. These attributes include ‘website usability’ and user-generated content’ with corresponding features’ fast and accurate search capability’ and ‘review by a verified buyer,’ the best criterion for choosing a B2C website.
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