In search of values in internet shopping-method and preliminary research

Internet shopping becomes more and more popular. One of the most important questions for internet enterpreneurs seems to be how to encourage users to spend money. This is strictly connected with userspsila motivations. Therefore arises a strong need of learning, what they are and which factors, represented in productpsilas features, are influencing them. One of most promising techniques in this field seems to be Hierarchical Value Maps. This paper describes the method and outcomes from preliminary research.