Web Perception and Young Consumers: An Empirical Investigation of Factors Influencing Perceptions of Online Companies

摘要

The purpose of this study is to identify and empirically test factors important to building a positive Web perception among young consumers. Factors that affect Web perception are divided into Web design, vendor, and product/service groups. Based on regression analysis we found that Web design and product/service characteristics play the most important roles in developing a positive Web perception among young consumers. More specifically, online vendors must provide a vast selection of products that are of high quality, and their sites must be fast, easy to navigate, contain relevant information, and allow ease of ordering.