What Do Customers Consider Important in B2B Websites?

doi:10.2501/jar-43-1-50-61

Paper

What Do Customers Consider Important in B2B Websites?

Published Mar 1, 2003 · DOI · G. Chakraborty, Vishal Lala, David L. Warren

Journal of Advertising Research

81

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4

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Abstract

ABSTRACT 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.

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Study Snapshot

Organization, nontransaction-related interactivity, privacy/security, and informativeness are the most important factors in business-to-business websites, with transaction-related interactivity, personalization, and entertainment being less important.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

What Do Customers Consider Important in B2B Websites?

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