IDEAS home Printed from
   My bibliography  Save this article

What Do Customers Consider Important in B2B Websites?




Based on prior research, we identified seven factors that customers might consider important in a business-to-business website. Using a rigorous scale development procedure and a field study with 606 business customers, we developed valid and reliable scales for measuring these factors. Results revealed that organization is the most important factor in a website. This is followed by nontransaction-related interactivity, privacy/security, and informativeness. The other factors (transaction-related interactivity, personalization, and entertainment) were found to be relatively less important. Managerially useful differences were found in the importance ratings of these factors for those who use the web for purchase versus those who use the web for nonpurchase activities.This research was conducted with support from a large power tool company in the midwest region who wishes to remain anonymous. An earlier version of this paper won the Best Paper Award for the Emerging Business and Technology Track at the American Marketing Association's Winter Marketing Educator's Conference 2002. The authors acknowledge helpful comments and suggestions from Mark Gavin, Ajay Sukhdial, an anonymous reviewer from the Journal of Advertising Research, and two anonymous reviewers from the AMA Winter Marketing Educator's Conference.

Suggested Citation

  • Chakraborty, Goutam & Lala, Vishal & Warren, David, 2003. "What Do Customers Consider Important in B2B Websites?," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 50-61, March.
  • Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:50-61_03

    Download full text from publisher

    File URL:
    File Function: link to article abstract page
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Wu, Linwan, 2019. "Website interactivity may compensate for consumers’ reduced control in E-Commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 253-266.
    2. Tran, Trang P., 2017. "Personalized ads on Facebook: An effective marketing tool for online marketers," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 230-242.
    3. Richard, Marie-Odile & Chebat, Jean-Charles, 2016. "Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level," Journal of Business Research, Elsevier, vol. 69(2), pages 541-553.
    4. Xintian Wang & Hai Wang, 2019. "A Study on Sustaining Corporate Innovation with E-Commerce in China," Sustainability, MDPI, vol. 11(23), pages 1-16, November.
    5. Xicheng Yin & Hongwei Wang & Qiangwei Xia & Qican Gu, 2019. "How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    6. Abhishek Parikh & Jayesh D. Patel & Anand Kumar Jaiswal, 2021. "Managing job applications online: integrating website informativeness and compatibility in theory of planned behaviour and technology acceptance model," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(1), pages 97-113, March.
    7. Mora Cortez, Roberto & Johnston, Wesley J. & Ghosh Dastidar, Ayan, 2023. "Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?," Journal of Business Research, Elsevier, vol. 155(PA).

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:50-61_03. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Kirk Stebbing (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.