Abstract
In this study, focusing on the attributes of the Business-to-Consumer websites, we examine the relationship between consumers' perceived importance of and satisfaction with Internet shopping. We find that the factors of entertainment, convenience, reliability, information quality and speed are important for choosing shopping sites. We also find that the factors of entertainment, speed, information quality, and reliability are related to consumers' satisfaction with Internet shopping. In addition, one of our results suggests that the entertainment factor must be combined with good information in order to satisfy customers in Internet shopping. Among the above factors, we find that 'information quality' of the importance and 'reliability' of the satisfaction are statistically significant for distinguishing buyers from non-buyers. We suggest some guidelines to improve websites for consumer shopping.
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