The purpose of this paper is to understand the relationship between Web site quality and consumers' Web attitudes and purchases. The paper constructs and tests a model linking four sub-dimensions of Web site quality to purchasing intent of consumers using data gathered via a field survey. Only the technical dimension of Web site quality influences consumers' purchasing behavior both directly and indirectly through their attitudes towards the Web site. Specific content quality and appearance quality have relatively stronger association with consumers' attitudes towards the Web site than technical quality and general content quality do.
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