Abstract
The proliferation of business-to-consumer e-commerce activities has created a need to understand how and why people participate in e-commerce. In today’s crowded electronic marketplace, the quality of website plays a key role in attracting and converting the visitors into customers. Therefore, knowledge regarding the factors influencing online buyers’ perceptions of website quality is a must for the e-marketeers to develop effective e-marketing strategies. With the objective of identifying these factors, a survey was conducted in the National Capital Region, India, and exploratory factor analysis was used. As a result of factor analysis four factors, namely website design, website reliability/fulfilment, website security/privacy, and website customer service were established as including online buyers’ perceptions of website quality.
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