Abstract
In the age of the digital economy, companies need a greater understanding of how they can add value to consumers through their websites. This research uses the concept of Internet marketing theory to understand the path to website success (WSS), and uses a Structure Equation Model to build an integrated cause-effect relationship model for WSS, in order to explore Internet customisation (IC), website design quality, and Internet marketing strategy (IMS); which have been identified as key drivers of a WSS by previous research. To provide a deeper analysis this research also tests for intervening variables that affect a WSS. The results confirm that all three variables positively influence WSS, and show that IMS is an intervening variable between IC and WSS. From a practical perspective, this research shows that businesses must engage in IC planning and create IMS to attract consumers to browse and purchase products from their website.
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