The second set of questions asks about the importance of various characteristics of web vendors. Respondents rank almost everything "very important": timely delivery, security, quality of information, ease of ordering, ease of cancelling an order, etc. The one with the highest percentage of "very important" responses (89%) is, as we might guess, security. Interstingly, having the lowest price, was only "somewhat important" to 55% of respondents. The only point that was not important to most users (49%) was that the site use "cutting edge" technology.
GVU's WWW Surveying Team
Graphics, Visualization, & Usability Center
College of Computing
Georgia Institute of Technology
Atlanta, GA 30332-0280