Factors affecting the attractiveness of e-commerce web sites

Web sites are being widely deployed commercially, however, the factors that affect customer's perception on the acceptance of a Web site are unclear. Most existing researches focusing on success factors of Web sites are mainly anecdotal in nature. This study examines and integrates two sets of factors that affect e-commerce Web site design: content and functionality. Based on the Technology Acceptance Model (TAM), a framework is developed to relate the content and functionality of a web site to customers' preference and intention to use the site. The implications are discussed.