摘要：This study investigates the relationships between website information content utility andvarious outcomes of user interactions with retail websites. Although previous research hasconsistently identified high quality information content as a critical factor of successful e-commercewebsites, those studies have not reported how to identify the specific information cues that comprisehigh-utility information content. In this study, we demonstrate how a new instrument, the WebsiteInformation Content Survey, can be used to accurately and reliably assess website informationcontent. We also demonstrate how the MaxDiff statistical method can be used to assess websiteinformation content utility. Finally, to investigate the relationships between website informationcontent utility and various outcomes of user-website interactions (perceived information quality,perceived design quality, flow, trust, and risk), a 4x2 full-factorial experiment was performed.
关键词：conjoint analysis; information utility; MaxDiff
