The design of e-commerce Web sites is critical to e-commerce success; however, the factors that affect customer's perception on the acceptance of a Web site are unclear. The majority of the existing researches focusing on success factors of Web sites are mainly anecdotal and exploratory in nature. This study examines and integrates three sets of factors that affect e-commerce Web site design: content, functionality, and attractor. 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. This research also seeks to identify the moderating variable (i.e., attractors) of an attractive e-commerce web site. The implications for research and managerial actions are addressed.
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