Factors affecting customer needs of geographical accessibility in electronic commerce

Although, it is generally asserted that electronic commerce (EC) can overcome barriers of distance and lead to the dramatic expansion of markets relative to traditional brick and mortar companies, customer needs of geographical accessibility varies according to characteristics of product, service processes and other relevant factors. In this study, we developed six factors affecting customer needs of geographical accessibility in EC: degree of product tangibility, product standardization, on-line interaction and customization, off-line interaction and customization, price level, and firm reputation. Data for analyses were collected through customer surveys and statistically analyzed through exploratory factor analysis and multiple regression analysis.