Abstract
The success of electronic commerce for any individual company, especially if it is not a well-known name, is greatly dependent on the appropriate design of its Website. This study investigates the major determinants of an effective Website. A literature survey indicated that the major categories of determinants are: page loading speed, business content, navigation efficiency, security, and marketing/customer focus. The relative importance of each category was determined by counting the number of citations in the literature, and by conducting a survey for soliciting the opinions of customers and potential customers of e-commerce. The research reported is exploratory, aiming to identify the most important issues as perceived by different groups of users. The major findings indicated the expert and consumer differ significantly in what they consider to be the most important factors.
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