Canadian Journal Of Marketing Research - (Revised, June 2002)

The objective of the study was to identify the features of a web site for e-commerce for a variety of applied end-uses by the corporate sponsor. A deconstruction of current e-commerce web sites generated 103 elements. These elements were combined into small, systematically varied concepts, and evaluated on the Internet as part of a conjoint analysis exercise by an ending sample of 820 respondents. No elements score very well for total panel. A concept-response segmentation revealed four key segments, of which two segments showed a large number of important and different features. These segments were the 'shopper' (35% of the respondents) and the 'fast traverser' (39% of the respondents). The segments wanted web-site features appropriate to the label that they were assigned in this study.

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