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International Conference on Knowledge Management in Organizations

KMO 2014: Knowledge Management in Organizations pp 386–396Cite as

Consumer Priorities in Online Shopping

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 185))

Abstract

This study examines consumer behavior and priorities in online shopping through the distribution of a questionnaire—subjected to choice-based conjoint analysis—to 1341 Japanese Internet users. It finds that respondents placed a higher priority on the popularity of online shops than on other attributes. Surprisingly, respondents considered postage as a more important criterion than the selling price of goods. Our results show that respondents who made purchases at online shops were tolerant of the postage costs and selling prices of goods but expressed a stronger dislike for the former than did inexperienced respondents. In addition, respondents who had faced problems in online shopping estimated the popularity of online shops lower and tolerated higher selling prices more than the other respondents. These results contribute to the understanding of customers and suggest effective marketing strategies for online shopping.

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Acknowledgments

This research was partially supported by the Ministry of Education, Science, Sports and Culture, Grant-in-Aid for Scientific Research (C), 24530414, 2012.

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Authors and Affiliations

  1. Faculty of Law and Letters, Ehime University, 3 Bunkyo-cho, Matsuyama, Ehime, Japan

    Takashi Okamoto

Authors
  1. Takashi Okamoto
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Correspondence to Takashi Okamoto .

Editor information

Editors and Affiliations

  1. Staffordshire University, Staffordshire, United Kingdom

    Lorna Uden

  2. Universidad Santa Maria, Santiago, Chile

    Darcy Fuenzaliza Oshee

  3. National University of Kaohsiung, Kaohsiung City, Taiwan

    I-Hsien Ting

  4. Universidad Santa Maria, Santiago, Chile

    Dario Liberona

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Okamoto, T. (2014). Consumer Priorities in Online Shopping. In: Uden, L., Fuenzaliza Oshee, D., Ting, IH., Liberona, D. (eds) Knowledge Management in Organizations. KMO 2014. Lecture Notes in Business Information Processing, vol 185. Springer, Cham. https://doi.org/10.1007/978-3-319-08618-7_37

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  • DOI: https://doi.org/10.1007/978-3-319-08618-7_37

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-08617-0

  • Online ISBN: 978-3-319-08618-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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