Social and Behavioral Sciences Commons^™

Cross Product Generalizability Of Shopping Site Judgments, Steven G. Given

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The purpose of this study was to examine the generalizability of attribute performance and attribute importance ratings across product classes. Data were collected, with the use of an online survey, from 313 respondents of which 287 were U.S. college students and 26 were close acquaintances of the research team. Seventy-four percent of respondents were male, all respondents had at least four years of internet use experience, and 44 claim to make at least one online shopping purchase per month. Twenty-six web site attributes were selected from the Variegated Inventory of Site Attributes (VISA) (Blake, Hamilton, Neuendorf & Murcko, 2010) to …