Abstract

Multiple studies have been undertaken to examine the merits of online buying. However, there has been limited integration of different methodologies to explore the aspects that define the value of online shopping and the impact of website cues on customer behaviour. The results of this study suggest that both internal and external factors directly impact the website, and that the website influences the consumer's propensity to make a purchase. The research examines the importance of design components in relation to customer satisfaction. It also explores the stimulus-organism-response framework to understand the behaviour of online shoppers.