This paper uses a hierarchical linear modeling approach to examine factors that affect Website effectiveness from a customer viewpoint. Use of hierarchical linear modeling allows analysis of multilevel and cross-level interactions that have not been explicitly considered in previous research. Our preliminary analysis of online Web survey data suggests that the relative importance of different Website features may vary depending on the domain in which Websites are nested.
Mithas, Sunil; Ramasubbu, Narayan; Krishnan, Mayuram; and Fornell, Claes, "Effect of Website Characteristics on Consumer Behavior: A Multilevel Analysis" (2003). ICIS 2003 Proceedings. 88.