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.