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oaioai:aisel.aisnet.org:icis2003-1193

Effect of Website Characteristics on Consumer Behavior: A Multilevel Analysis

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Publication date
31 December 2003
Publisher
AIS Electronic Library (AISeL)

Abstract

This paper uses a hierarchical linear modeling approach to examine factors that affect Website effectiveness from a customer viewpoint. Use of hierarchical linear modeling allows analysis of multilevel and cross-level interactions that have not been explicitly considered in previous research. Our preliminary analysis of online Web survey data suggests that the relative importance of different Website features may vary depending on the domain in which Websites are nested

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This paper was published in AIS Electronic Library (AISeL).

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