WWW has taken people into a different world. The world has become a small village where everyone is visible to one another. The companies who do business on world wide web; have to face a lot of challenges. There is a tough competition for space. In this race of attracting consumers to ones's website, companies don't leave any chance from website design to transaction security. E-commerce has changed the whole retail industry. It has been observed that Indians do shopping not only on rational basis but they shop for fun and entertainment also. Looking to the hue and cry of getting virtual space and getting customer attention the study has been undertaken to understand the consumers’ views about the different characteristics of websites. With the convenience sample of 765 internet shoppers of Ahmedabad city, the study revealed that Males and Females prefer to shop from flipkart, amazon and snapdeal in order of preference. Quality of Product Information is the most important factor that attracts people towards shopping website. Further, Multiple Regression Analysis revealed that “Website Privacy & Security Concern” is a major contributing factor to the overall satisfaction level which implies that the website's privacy and security related variables are the major factors that affect the online shopper's satisfaction or dissatisfaction.
Internet Users, Online Shopping, Website Characteristics
