Consumer preferences for commercial Web site design: an Asia‐Pacific perspective

Abstract

Given that even modest increases in customer satisfaction and retention typically translate into significant gains in revenues and profits, many businesses are using the Internet to expand their reach, improve customer service and develop and maintain closer relationships with their customers. For example, customer relationship management (CRM) software enables marketers to offer online interactions that are customizable to the individual customer, allowing online marketers to better match their offerings and the online experience to consumers’ needs, wants and preferences, even in markets with millions of prospects and customers. Thus, a successful Web site can be instrumental in its impact on the marketing effectiveness of a firm and significantly add to the bottom line. Yet, in order to determine what constitutes a successful Web site, one must be able to understand how users perceive and utilize it. This paper presents the results of a survey conducted to assess consumer perceptions and preferences for commercial Web sites. To address the paucity of e‐commerce research undertaken in the Asia‐Pacific region, as compared to Western countries, the data were collected in Singapore. The attracting, informing, positioning, and delivering (AIPD) model provided the conceptual foundation for the research. Survey findings reveal that Singaporean consumers have distinct preferences when visiting commercial Web sites, ranking security and privacy as their most valued attributes, for example. In contrast, cross‐marketing, via banner advertising and affiliate programs, were least valued. Many other features of Web sites were evaluated. Managerial and research implications of the study are then discussed.